Target is taking on IKEA by making affordable modern furniture under $400 – Business Insider

Target CoffeeTableEndTableChairTarget

Target is doubling down on furniture.

On October 10, the
retailer announced
that it will team up with design and
lifestyle brand Dwell to put out a line
of affordable, minimalist, modern furniture.

dwell target furniture 2Target

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
 — 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

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.

dwell and target modern furniture 1Target

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
Woolen Mills
and TOMS
 — which have all created
designer partnerships with Target as well. 



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