Target to Launch Threshold as New Home Brand

       

       

MINNEAPOLIS-Target is slating the debut of its new home-products brand, Threshold, to begin this fall in both Target stores and on target.com.

The new brand will encompass bed and bath textiles, dinnerware, pantryware, home accents, accessories, frames, clocks, shelving, rugs of a variety of sizes, furniture, storage products, tabletop and seasonal baking items. The focus of the brand—according to Stacia Andersen, Target’s senior vice president of merchandising for home—will be on quality and design. In an interview with HFN, Andersen added, “Our goal is for Threshold to be one of the largest home brands we have.”

Price points for Threshold will be in line with those for the Target Home brand, but the products will be several notches above Target Home in quality and functionality, according to Julie Guggemos, vice president of design and development for home. Guggemos also said in an interview with HFN that the brand launch will take place in steps beginning in September, with new categories being rolled out over the following six months, until Threshold is fully introduced by spring 2013.

“We felt it was time to launch a brand with elevated design and quality,” Guggemos said. She added that these elements will be reflected in the packaging, store signs and in-store marketing.

The marketing that will accompany Threshold’s launch will begin in the fall with announcements in weekly circulars and on target.com. In spring of next year, it will expand to include print and social media, according to Andersen and Guggemos. Other media as yet to be determined may also be involved.

Target will continue to offer its other slate of home brands as it incorporates Threshold into its merchandise mix.