Modern by Dwell for Target
Consumers enjoy shopping at Target for great deals on modern clothing, food, and everyday essentials. Now, the big-box retailer is moving into the budget modern furniture business.
On October 10, Target announced that it will start selling modern furniture at a price point of under $400. It will team up with Dwell – a lifestyle brand – to create affordable furniture for minimalists. Dwell usually sells furniture pieces at thousands of dollars each. At Target, the furniture will range in price from $50 to $400, with décor items available for under $50.
Consumers will be able to purchase the "Modern by Dwell Magazine" collection on December 27. The furniture will be available in brick and mortar stores as well as online at Target.com. The collection will feature both indoor and outdoor collections. There will be 120 pieces to choose from, including bookshelves, wool rugs, ottomans, lounge chairs, bar stools, planters, patio sofas and LED pendant lights. Many more pieces will be announced soon.
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The "Modern by Dwell Magazine" collection will give furniture retailer IKEA a run for its money. IKEA also focuses on low-priced furniture with a modern appearance. Similar to IKEA, Target will sell furniture that concentrates on function. Aesthetically, the furniture has basic or monochrome colors, with rounded colors and little use of wood.
While IKEA has cornered much of the modern furniture market, the Target and Dwell partnership has some advantages. The "Modern by Dwell Magazine" collection will feature high-end pieces for less. This means that Target customers will be able to purchase high-quality furniture pieces that they wouldn’t be able to afford otherwise. IKEA customers won’t have that advantage. They would have to spend thousands of dollars for items of similar quality.
Dwell should be able to capitalize on the Target collaboration as well. Since 1999, Target has worked with more than 175 brands, including Michael Graves. Missoni, Jason Wu, Lilly Pulitzer, and TOMS. It is believed that the April 2016 collaboration with Finnish brand Marimekko will be the best one yet, but given the market for contemporary but simple furniture, it’s possible that the Dwell collaboration could take honors for the top spot.
Modern by Dwell for Target
While many people prefer to shop at big-box retail giant Walmart, one thing that sets Target apart is its new and unique products. Every trip to Target is an adventure. There are always new products, so you never know what you might find.
Target focuses on getting to know its customers. This means understanding what they want and don’t want. According to Mark Tritton, executive vice president and chief merchandising officer at Target, the retailer spends a lot of time talking with guests and even meeting with them in their homes. What he has found is that many customers want to add a modern flair to their homes but in an affordable way. They want a simple, functional design that doesn’t break their budgets.
Target accepted the challenge and a partnership with Dwell were born. The furniture line will feature modern designs that complement the rest of Target’s offerings. Customers will hopefully fall in love with the sleek, modern looks and prices.
Target has partnered with many other companies over the years. Most of the collaboration have been with clothing and lifestyle brands. This will be Target’s first foray into the modern furniture field, and Dwell is excited to be a part of this ground-breaking new collaboration. Dwell was founded in 2000 as a technology and design brand. The company’s mission is to connect people with the world of modern design. Dwell uses a digital platform, print publication, products and live events to connect design enthusiasts with professionals.
Dwell is excited to work with Target. The company has admired the retailer for quite some time for their good taste in design as well as its ability to cultivate new partnerships. The goal is to introduce modern design to as many people as possible. By partnering with Target, modern furniture will be more accessible to consumers – as well as affordable. It will be interesting to see how Target’s new furniture line will affect IKEA’s sales.