Target and Dwell partnership will make affordable modern furniture … – Business Insider
Target is doubling down on furniture.
The collection, called “Modern by Dwell Magazine,” features
furniture pieces ranging from $49.99 to $399.99 and decor
pieces from $17.99 to $49.99. Dwell’s usual furniture
offerings — while painstakingly well designed —
often run in
the thousands of dollars.
According to Fast Company, the 120-piece collection includes
a minimalist bookshelf, LED pendant lights, upholstered pouf
ottomans, lounge chairs, hand-tufted wool rugs, and much more
that hasn’t been announced yet.
The collection will go on sale December 27
at Target and Target.com.
The line’s aesthetic was inspired by the modern movement,
which features flat or monochrome colors, little use of wood
textures, organic or rounded shapes, and an emphasis on function.
That style, along with the low price point, will put Target and
Dwell on a competitive playing field with furniture giant IKEA,
which has relied heavily on the modern look
throughout its history. Target’s partnership with
Dwell could even give it a unique edge over IKEA’s catalog,
since the new line makes designs that would
ordinarily be reserved for high-end pieces available to
consumers who don’t have thousands to spend.
The collaboration is also likely to be as big a
brand-building opportunity for Dwell as it was for Faribault
and TOMS — which have all created
designer partnerships with Target as well.
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