Target revives Simply Shabby Chic line, launching bedding Sunday at $20 start
Target announced Tuesday that it is reintroducing the Simply Shabby Chic home collection, with an initial bedding and decor line set to appear in stores and online starting Sunday. A holiday-themed assortment will follow later this month, and items will start at $20, with most priced under $50.
The collection features floral prints and textures such as ruffles and eyelets, including comforters, quilts, duvets, sheets, shams, decorative pillows and throws. Simply Shabby Chic is an affordable offshoot of designer Rachel Ashwell’s Shabby Chic brand, which first appeared at Target in 2004. The relaunch aligns with Target’s broader merchandising overhaul, which has seen Cara Sylvester named chief merchandising officer and Isaac Mizrahi appointed creative director at large to guide product concepts and mentor the design team. Mara Sirhal said the return will please longtime fans while giving new shoppers a chance to discover the style for the first time. She also noted that the partnership reinforces Target’s goal to strengthen its merchandising authority in the home category through style, design and value.
“who have loved it for years, while giving a new generation the chance to discover it for the first time,” Mara Sirhal, senior vice president of home merchandising at Target said.
“This partnership builds on our commitment to strengthen our merchandising authority in Home with style, design and value at the center,” Mara Sirhal, senior vice president of home merchandising at Target said.
Since Michael Fiddelke became CEO in February, Target has overseen a merchandising overhaul that included naming Cara Sylvester chief merchandising officer and bringing in additional senior vice presidents. The company also appointed Isaac Mizrahi as creative director at large to advise on product concepts and mentor the design team.
What we know
Target is reintroducing Simply Shabby Chic, an affordable offshoot of designer Rachel Ashwell’s Shabby Chic brand, the mass merchant announced Tuesday.
An initial collection of bedding, throws and other decor will be available as of Sunday in stores and online, followed by a holiday assortment later this month, the retailer said.
The frilly, flowery collection was first introduced at Target in 2004, and it’s unclear when the partnership ended.
Items are priced starting at $20, with most under $50, per Target’s press release.