Target Goes With Shabby Chic

Discussion
Nov 14, 2003
George Anderson

By George Anderson


Target announced, as part of its conference call regarding the company’s third-quarter results, it will add another exclusive brand to its product portfolio in the near future with the launch of the Shabby Chic home textiles collection.


Rachell Ashwell, a British designer, is creating a line of sheets, decorative pillows and other items for the discount store chain. She has another deal to market Treasures, an exclusive line of home textiles, at Mervyn’s.


Gregg Steinhafel, president, Target Stores said the new line is being designed for the retailer’s best guests. The look of the collection is described as having a flea market aesthetic.


Moderator’s Comment: What are your thoughts on Target’s performance in the exclusive brands area and store brands?


Brands such as Mossimo, Todd Oldham and Michael Graves along with store brand/private label items under the Target and Archer Farms names are the reason
consumers, us included, view the store as a brand name, where other competitors are simply stores selling other brand names.
[George
Anderson – Moderator
]

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