DwellStudio in Exclusive at Target
By Staff -- Home Textiles Today, 1/28/2008 12:00:00 AM
Contemporary home furnishings resource DwellStudio is launching DwellStudio for Target, a program that will encompass adult and infant bed linens, nursery furniture and room decor, baby layette and a full range of kitchen and table linens and accessories.
Dwell founder Christiane Lemieux defines modern design as "a mix of colors, prints and textures. These unexpected pairings help achieve a contemporary look."
The company used "old-world design motifs" as inspiration for the six patterns in the inaugural home line. These include a modern chinoiserie pattern called Perch and a large scale, black-and-white scroll motif for Baroque, set off by a chartreuse trim. Regency offers plays on a lattice pattern; Leaves uses oversized white leaves on a taupe ground.
The mix-and-match theme extends to the baby collection, which offers two collections, Soho and Silverlake.
Lemieux said the result of the Dwell team effort is "a signature look that is fresh and distinctly DwellStudio for Target."
The announcement came one day after the statement that the successful Isaac Mizrahi for Target program would end its five-year run, as designer Mizrahi takes on the job of brand creative director for Liz Claiborne. (Mizrahi hinted at a new positioning strategy for his status as a designer when, in his statement to the press in conjunction with Claiborne he said, "the collaboration also affords fantastic opportunities for growth in my own brand.")
DwellStudio for Target Baby is launching in stores this month; the home collection will be available beginning in February. Prices for the home collection range from $2.99 for a napkin to $99.99 for a king-sized comforter mini set.
The baby collection ranges from $2.99 for a pair of booties to $79.99 for a three-piece crib set. The furniture ranges in price from $99.99 for an ottoman to $299.99 for a crib or $289.99 for a convertible dresser/changing table, according to Target.
"Target and DwellStudio share a similar philosophy — a commitment to high-design, superb quality and affordable luxury. We went directly to the source to help us add this modern aesthetic into our stores," said Trish Adams, svp of merchandising, Target. "This collection reinterprets modern design and allows for a Target guest to integrate it into every room of her home."
Dwell was launched in 1999 with a modern bedding collection for adults. The product mix eventually expanded to include crib sets, baby accessories, table linens, and most recently, youth bedding.
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