Target to Add New Modern Home Brand
Target's new Project 62 modern home goods line
by Jahna Peloquin (image courtesy Target)
If you're a fan of Target's affordable Nate Berkus home collection or shopped its buzzworthy Modern by Dwell collaboration last winter (or its whimsical new kids' decor line, Pillowfort), get ready for more goods news. This fall, the Minneapolis-based retailer will be adding a modern home goods line, Project 62, to its permanent assortment.
The overhaul is an effort by the retailer to stay competitive in an Amazon-dominated marketplace and respond to the evolving needs of contemporary shoppers by offering a boutique experience at a lower price point and more stylish brands with a stronger identity.
A press release describes Project 62 as a stylish, modern home brand “designed for everyday life.” Similar to Modern by Dwell, the collection features clean lines, mixed metals, and bold color combinations–think hip, contemporary home brands such as Blu Dot and CB2 at a more accessible price point. Meanwhile, the more traditional Threshold will continue to be a staple of Target's assortment. From the images that have been revealed, it appears the brand will focus on mid-century-modern basics, including bar carts, end tables, servingware, and accent pieces with global inspiration. Project 62 will hit stores and Target.com on September 19, 2017.