Target to launch 'Starck Reality' with more than 50 products - collection of everyday items from Phillipe Starck - Brief Article

DSN Retailing Today, April 22, 2002 by Laura Heller

MINNEAPOLIS -- Beginning in May, more designer product will grace the shelves of Target stores as the retailer plans to introduce Starck Reality, a collection of everyday items from Phillipe Starck.

The new line, which is being characterized by Target as a "Common" assortment of goods that incorporate the designer's belief in the "democratization of design" will introduce more than 50 new consumer products to Target's shoppers. The products cover a wide range, from baby monitors to tape dispensers, but all of the items fall within one of five categories: home, office, kitchen, bath and baby.

Starck already has put his name behind a very limited number of exclusive items for the retailer, including a European-inspired line of organic products sold at Super-Target stores, as well as seating within the home furnishings category. This latest collection only serves to further expand Target's home categories--all core strengths for the retailer.

The relationship between Starck and Target was first announced by Target Stores president Gregg Steinhafel in October 2000 in Atlanta during the company's annual meeting with analysts. "His exclusive collection for Target will literally run the gamut from Kleenex boxes to baby clothes to organic foods," Steinhafel said. At the time, he expected Starck's line to be in stores some time in the next 15 to 18 months, making next month's product introduction more or less in line with the original launch date.

Last month, Target announced the launch of a new line of consumer electronics products from Sony designed exclusively for the retailer. Called Liv, the product line encompasses a selection of CD players, alarm clocks, radios and other electronic gadgets designed specifically for women. In fact, the products are not even destined for the CE department. Rather, they will be merchandised in home decor, fitting neatly with Target's strategy in these categories and joining the relatively crowded ranks of high-profile partners with lines exclusively at Target.