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Target makes bold statement with Oldham

Andrea Lillo, Carole Sloan -- Home Textiles Today, July 22, 2002

After inking an agreement with Target last September, Todd Oldham has moved from runways to shopping aisles as the bold colors and prints of his womenswear line have transcended to his Dorm Room home collection, now in the midst of its nationwide rollout at Target Stores.

Aimed at a younger crowd who is probably already familiar with the designer through his jeans collection, the home line is clearly priced and designed for this set, who have a lot of fashion sense but a limited budget.

At the Target Greatland location here, Dorm Room commanded a large presence. In addition to two Todd Oldham boutiques that were still a work in progress — one in the pictures and frames section and the other in housewares, facing domestics — the textiles portion of the new collection made its debut prominently, on 14 of the 16 front endcap fixtures in the department. Signs over the fixtures heralded Oldham's arrival.

Cotton/polyester sheets were positioned on two endcaps, one each of solids and prints. The available sizes of twin, extra long twin and full were all priced at $15.99. Patterns included stars, stripes, argyle and Scramble (a design made up of printed words, including Oldham's name). Solids were colored in the collegiate hues of Go Away Green, Pom Pom Purple, Canvas, Cheerleader Red and Gym Blue.

Top-of-bed choices came in the form of printed jersey knit bed sets, in twin extra long ($49.99) and full/queen sizes.

Oldham's interpretation of bath products included the item Bath in a Bag, which packaged together a body towel (30" x 60"), flip flops, washcloth, nylon tote, travel toothbrush holder, travel soap dish holder, drinking cup and travel case in several patterns, which retails for $19.99. On a separate fixture, bath towels were available in several solids and patterns, and packaged as four washcloths, two hand towels or one bath towel, each for $4.99.

Vinyl shower curtains, which included hooks, comprised four solid colors and four patterns. Solid-color plastic bath accessories packaged inside a wastepaper basket retailed for $6.99.

The collection had plenty of moderately priced impulse items on offer. Faux fur throws ($24.99) and decorative pillows ($12.99) were offered in red camouflage, argyle blue, purple star and green star prints.

Other throws and pillows were also on display in the department, though their fixture was lower and deeper than the others. The selection included an acrylic/poly/wool knit throw ($22.99) and pillows ($12.99) from Taiwan; moline throws ($15.99) and 18-inch square pillows ($9.99) from Brazil; and decorative pillows with a sequined star design from Ex-Cell ($12.99).

Rugs took up two front-end caps with both patterned and solid choices. On one display, olefin rugs made by Beaulieu were in a 3' 10" x 5' 5" size ($24.99) as well as a 23" x 34" ($9.99) in five patterns, including green square, scattered stars, multi stripe and multi dots. Solid-color chenille rugs were on the next fixture, in 21" x 34" ($7.99) and 30" x 50" ($14.99) sizes and five colors.

Other items included microfleece blankets ($29.99), beach towels ($9.99), body pillows ($9.99) and sleep pillows (from National Sleep Products, $7.99 for a twin pack).

The hard portion of the Dorm Room collection was found in other areas of the store, though it seemed that merchandise was still arriving. In the pictures and frames section, Oldham's collection took up half an aisle and included such items as decorative lights that had the words "Chillin'" or "Crashin'" on them as well as lamps, and corduroy ottomans. In the housewares section, across from domestics, more items were displayed, such as beanbag chairs and clocks.

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