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Chip and Joanna Gaines partnering with Target on new Magnolia brand

The couple is launching a new home and lifestyle brand for Target called Hearth & Hand with Magnolia.
/ Source: TODAY

Fans of “Fixer Upper” will soon have a new way of bringing a piece (or two!) of Chip and Joanna Gaines’ unique aesthetic into their own homes. The couple announced Tuesday that they are partnering with Target on a unique line of home goods and decor called Hearth & Hand with Magnolia, just in time for the holiday hosting season.

We can't wait for their new brand to hit Target!
We can't wait for their new brand to hit Target!Target

“At the core of the Magnolia brand is the desire to make homes beautiful, but with a focus on family and practicality. We want to create spaces that families want to gather in,” Joanna said in a statement. “We’ve always dreamed of working with a retailer to create a collection that could reach more people at a more affordable price point. Coming together with Target not only allows us to design beautiful pieces for people all over the country, it also allows us to help communities in a bigger way than we could have ever imagined.”

Steven Randazzo / Target

“Partnering with Chip and Joanna to create a modern farmhouse collection available only at Target allows us to offer an aesthetic we know our guests will love, and the quality and affordable prices can’t be beat,” Target’s executive vice president and chief merchandising officer, Mark Tritton, said in a statement. “That’s the magic of Target, and we can’t wait for our guests to enjoy this collection for years to come.”


Among the items available in the collection are tabletop dining sets, adorable vases and napkin sets, and other items of home decor, mostly priced under $30.

A key element of Magnolia’s partnership with Target is a core value of giving back. Magnolia will be working with Target House at St. Jude Children’s Research Hospital to redesign its dining room. Target House is a free home away from home that provides long-term housing for St. Jude patients and their families.

The first collection will arrive in stores on Nov. 5. Chip and Joanna Gaines will chat more about their exciting collaboration on TODAY this Thursday.