Target (TGT) is expanding its designer partnerships to continue evolving and driving customers back into its stores. The first designer Target worked with was architect Michael Graves back in the 1990's. Graves brought in new fresh designs and kept the products at a Target customer-friendly price, making style and design more affordable to the masses.
The designs and fashion from top designers at affordable prices have kept Target’s inventory fresh and mostly appealing, except for the most recent flop of floral print frilly dresses that looked like they came straight out of “Little House on the Prairie.” Target fashions and designs have been on target with the customer base.
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Target Expands Home Décor Line
Target worked with plant stylist, artist & author Hilton Carter, who has over half a million Instagram followers and has been featured in Better Homes and Gardens Magazine and Architectural Digest. Carter first partnered with Target back in 2021, and Target customers loved the new collection of designer planters, plant stands and faux plants.
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Carter has a new plant collection and is back at Target for a limited time. Not only is this the second collection Target and Carter have partnered on, but this partnership furthers Targets commitment to keep pressing forward on its Racial Equity Action and Change (REACH) commitment. Target made a commitment to further its business partnerships to more than $2 billion by 2025 with Black-owned businesses.
“Our guests loved Hilton’s first collection for Target, and his focus on beautiful, yet affordable and very stylish plant decor strikes the perfect note as our guests begin to welcome spring’s arrival,” said Jill Sando, Target’s, executive vice president and chief merchandising officer. “Hilton’s unique take on design is so accessible, optimistic and in-step with what our guests love about Target — and we’re looking forward to delivering a steady infusion of newness and inspiration through this multiyear partnership with Hilton.”
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Target understands that there is a large audience that loves the look and style of plant life, but some of these customers are pretty much incapable of keeping any plant life alive for any period of time. Style and plant ineptness come together at Target, giving Target customers an advantage over greenery being sold at other stores like Lowe's (LOW) and Home Depot (HD), which offer both real and faux greenery on their retail floors.
However, the shoppers at Target may already be there shopping for clothing, in the pharmacy or for groceries. Being able to remove a second trip to another retail chain is ideal with the décor and style that Target provides instead of a warehouse-style shopping experience.
Carter understands that getting into design and décor of your home or office with plants can be a daunting task, and on Target’s website there are videos of Carter giving tips for putting your greenery together. If shoppers are ready to make the jump from faux plants to live plants, the Hilton Carter planter collection is sized to fit nursery pots, eliminating the step of replanting, and risk of killing the plant in the process.
In the videos, Carter will also educate shoppers on the purpose of each planter for different types of real plants, for when they are ready to make switch to real plants over faux. Carter’s collection of planters come in a variety of materials: concrete, terracotta, ceramic, and resin. Pricing for the Hilton Carter Designer Plant Collection starts at $10 for a planter and $12 for faux plants.
