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Target nabs Shabby Chic, preps new prototype

Minneapolis — Simply Shabby Chic will be the newest domestics brand to join the home assortment at Target stores in the coming months, Target Corp. executives said during its third quarter conference call today.

Designed by Rachel Ashwell, the "flea market look" collection will "target our best guests with a preference for casual styling," said Gregg Steinhafel, president, Target Stores.

The program will initially consist of sheet sets, duvets and decorative pillows.

Next March, the discount store division will unveil new prototype stores, which will incorporate fixturing, visual and merchandising improvements. The stores will also feature an expanded "consumables world," a new "entertainment world" and a "mom and baby world."

The company has planned an aggressive holiday campaign, which has a slightly greater scope than last year and will create an additional circular. Target also plans to gain market share in small appliances, toys and electronics.

"This time of year is always intensely competitive, and we do not expect this year to be any different," Steinhafel said. As always we will be vigilant in our longstanding practice of matching Wal-Mart prices in local markets on identical items."

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