First look into Target’s new home brand

Project 62 nods to discounter’s birth, modern design era “peak”

First look into Target’s new home brandMinneapolis – Target Corp. today shared a sneak peek of its first new home brand, which launches next month.

Project 62, a collection of furniture, bedding and bath and home décor pieces, pays homage to the mid-Century Modern movement that spanned roughly 1930s to 1960s, as well as the year Target opened its first doors.

“1962 was a big year. Modernist design hit its peak and moved into homes across the country,” Target notes on its website on its Project 62 preview page. “And in Minnesota, Target was born—with the revolutionary idea to celebrate design for all. Project 62 embodies this legacy with a collection of modern pieces new and only at Target.”

The brand is set to debut online at Target.com on Sept. 16 followed by a rollout into stores Sept. 19.

As Target described, Project 62 “is all about thoughtfully designed, approachable modern home pieces for everyday life. The assortment is hyper-focused on making environments effortlessly functional through smart solutions for urban, small-space living."

Project 62's collection is divvied into four color stories: Black & White; Cobalt; Blush; and Neutrals, an assortment of mixed metallic and grays.

Bedding price points start at $19.99. A highlight is the two-way duvet, which reverses to two looks and has a zippered closure. It is priced at $69.99 for a queen.

Bath goods, including towels, shower curtains and rugs, are priced at $25 and under.

Throws start at $19.99, dec pillows at $35. Area rugs in a variety of constructions are also part of the mix.

Target announced in late February its plans to roll 12 new exclusive brands across apparel and home over the next two years. Project 62 is one of three brands debuting this fall, the others are A New Day in women’s apparel and Goodfellow & Co. in men’s apparel.

Home & Textiles Today Staff | News & Commentary

 Home Textiles Today is the market-leading brand covering the home and textiles markets, offering a comprehensive package of print and online products. Home & Textiles Today provides industry news, product trends and introductions, exclusive industry research, consumer data, store operations solutions, trade show news and much more.

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