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Target's New Threshold Private Label Collection Hits Stores

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September 4, 2012

Shoppers got the first glimpse of Target’s new Threshold private label with a small assortment of entertaining essentials, accents and decorative accessories.

Target store imageTarget announced in May it was renaming the Target Home store brand. “Our goal was to create a new brand with a clear point of view which meets our guests' expectation for style, quality and value,” said Kathryn Tesija, executive vice president of merchandising. “We expect to complete the rollout of this brand across all of our Home categories by summer 2013.”

The launch includes approximately 60 products with roughly half available only in stores. Products include dishware, serving pieces, some bedding and throws. Prices range from $9.99 to $199.99 for a Threshold store brand Persian rug.

Target is also readying the launch of its new Nate Berkus Collection set to debut in Target stores and at Target.com Oct. 21. The line includes bedding, bath, accessories, lighting, rugs and window treatments. Target recently ended a 13-year partnership with Michael Graves and this collection serves to replace that private label. The Nate Berkus Collection at Target includes more than 150 home products with prices ranging from $5.99 to $149.99.

The fall installment of The Shops at Target is set to launch in stores and online Sept. 9. These shops include will include:

  • The Curiosity Shoppe, a San Francisco purveyor of eclectic home accessories, gifts, crafts and games meant to encourage the creativity of its patrons. Items from kitchenware and decorative pillows to novelty pieces such as stationery and games. Prices range from $3 to $25.
  • Kirna Zabete, a SoHo a retail concept that showcases up and coming fashion designers, with nearly 100 pieces, ranging in price from $9.99 to $199.99.
  • Odin, founded in 2004 by Edward Chai and Paul Birardi, and is one of the first lifestyle stores dedicated to men with three locations in New York City. Odin carries high-end lines from well-known and emerging designers and includes an array of sophisticated, yet approachable menswear and accessories. With nearly 20 pieces, ranging in price from $14.99 to $99.99.
  • PATCH NYC was established in New York City in 1997 by designers Don Carney and John Ross and later moved to Boston. It offers a selection of art, home décor, candles, jewelry, scarves, as well as items from their exclusive lines, which are sold at specialty stores worldwide. PATCH NYC at Target features nearly 50 items, priced from $9.99 to $119.99.


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