Target, Mizrahi set up home

DSN Retailing Today, Oct 25, 2004 by Emily Scardino

MINNEAPOLIS -- Target's love affair with clothing designer Isaac Mizrahi has gotten so serious that the pair has settled down to produce a new home line together. Slated to roll out in March 2005, the new offering builds on a successful partnership established back in 2003.

"Isaac is an amazing talent and we are thrilled to bring his bold, signature style to life in a complete line of products for the home," said Gina Sprenger, svp of merchandising, Target Stores.

The upcoming Isaac Mizrahi for Target home collection encompasses a broad array of product categories, including furniture, lighting, decorative accessories, bedding and bath, stationery and popular pet accessories. Though Mizrahi is still highly involved with the designer world outside the realms of mass retailing--he recently relaunched his high-end collection--he is clearly still excited about his mass-market endeavors. While other designers, including Todd Oldham, have had brief flings with the retailer, Mizrahi has committed to a long-term relationship.

"I am thrilled to offer Target guests even more smart, and affordable, ideas for enhancing their homes," said Mizrahi.

While Isaac Mizrahi for Target was the most extensive designer apparel launch in Target's history, the home category was the first in which the retailer decided to leverage haute names into hot items. The company still assorts hundreds of SKUs under its Michael Graves Design line, based on the eponymous designer. Graves was the first big name that Target assorted, and initial hits, including sleek teakettles and toasters, remain key items. Philippe Stark canvas chairs retail for $19.99 at Target, while his designs sell for $900 elsewhere, including the Museum of Modern Art (MOMA) store. Target has also expanded its Swell home line, based on Cynthia Rowley and Ilene Rosenzweig's designs and continues growing its Simply Shabby Chic line, from decorator Rachel Ashwell.

Judging from the continued influx of designer names to the lineup, home is where the sales are at Target. With styles to suit virtually every customer, be she a design purist, fashionista or old-fashioned type, Target is trying to ensure that it is hard to leave the store empty handed.