![]() Subranded as Hearth & Home with Magnolia, the line is clearly seen as Target’s lead dog to recapture the young home-starting customer it has lost over the past few years to West Elm, Amazon and just about everybody else. The program, which includes home décor, accent furniture and related decorative accessories, is shown in vignetted areas within Target as opposed to the retailer’s more conventional gondola fixtures. Last fall the Gaines introduced a home furnishings collection for Target that is now being followed up by a second program reflecting its initial success and its pivotal role in the resurgence of the store’s home business. The latest evidence of such has been the brand’s big move into mainstream discount retailing. It’s a look that has both captivated audiences and set off a feeding frenzy of copycat fever in both decorating and broadcast circles. A now predictable mélange of farmhouse rural meets urban industrial chic, it invariably includes a lot of hardwood flooring, shiplap (think wainscoting), big clocks more decorative than functional, granite topped kitchens, sliding barn doors on closets and such and enough decorative doodads to keep factories in China going for years. Joanna’s trademark style is what clinches the deal. Most of the houses are in the Waco area at prices that would cause most urban dwellers to drop their lattes: as low as $60,000 for homes with enough land to raise a few heads of cattle…or at least do a little fracking. Chip does the grunt work while Joanna handles the redecorating side of the equation. It is now airing the fifth and final season of what is a formulaic model: “We take the worst house on the best block” and turn it into a showplace. The core of Magnolia business is still the Fixer Upper home remodeling and redecorating series on HGTV. From rather modest origins – he was a local developer/contractor, she had an eye for interior design – Magnolia has blossomed into a multi-media business that now impacts big box and online retailing, television, publishing and even the hospitality business. And that’s because it’s the home of husband and wife – not to mention their four kids – Chip and Joanna Gaines and their Magnolia Home mini-empire. Unless your cable TV has been out for the past five years, you probably are aware that this city of about 135,000 people half-way between Dallas and Houston has become one of the most influential places on the planet when it comes to mainstream interior design and home furnishings trends. The great home furnishings design capitals of the world: Paris, Milan, New York, Waco Texas. ![]() Photos from the Target Store Opening – Glenview, IL, Thursday, Nov.
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