Chip Gaines made the announcement on the couples Magnolia Market blog:
Over the past few years, we’ve been really humbled as one major retailer after another started approaching us about collaborating on something exclusive. While we have always been open to the idea, we felt that it was important to first establish Magnolia Home as the foundation. The timing wasn’t ever right and to us, timing is everything. With that said, there was one company that kept standing out to us and the more we got to know them the more it felt like this was the right partnership for us.
So, it’s with a ton of excitement that we get to share some big news…We are thrilled to announce that this November we are launching Hearth & Hand with Magnolia, and it’s making itself at home at Target.
Just as we’ve never created an exclusive line of product for a retailer before, Target has never done anything like this before either. Let me try to give you a visual: it’s like a little shop inside of Target. Jo keeps calling the look “modern farmhouse,” whatever that means. All I know is she’s so excited about this collection that she wants to register for our wedding all over again.
There’s no other way to say it, this stuff is gorgeous. It has been really fun to watch Jo rock and roll with Target’s top-notch design team.They have all spent so much time thoughtfully creating these beautiful basics. A lot of heart and soul has been poured into every last piece of Hearth & Hand with Magnolia, and I think people are going to be able to feel that.