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06/08/2021

Target expands Opalhouse brand with influencer partnership

More than 300 products designed by Jungalow’s Justina Blakeney, featured under the Opalhouse store brand, will hit stores this month.
Dan Ochwat
Executive Editor
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Target has expanded its relationship with Justina Blakeney, the founder of Jungalow, introducing an exclusive line under Target’s store brand Opalhouse.

Last fall, Target worked with Blakeney as a Target Home Style Expert, an influencer partnership where she showcased Target’s store brand home goods and accessories such as Casaluna via her blog and more. The partnership has now grown to feature more than 300 products in bedding, bath, furniture, accessories, wallpaper and more, billed as “Opalhouse designed with Jungalow.” The line of products will begin to roll out to stores June 13 and be available online June 26.

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Justina Blakeney with items in the Opalhouse designed with Jungalow line

The assortment aims to give consumers vibrant, colorful products that align with the Opalhouse brand, a store brand that the retailer refers to being as its “eclectic owned brand,” compared with Threshold and others. The partnership is also an example of Target’s commitment to source and design more products from Black creators and designers, the retailer said.

“Target is known for one-of-a-kind partnerships that deliver incredible design at an amazing value, and this new collection with the inspiring and talented Justina Blakeney will fill our guests’ homes with a whole lot of joy,” said Samara Tuchband, Target senior vice president of merchandising, home. “As a multi-year partnership, we look forward to continuing to create beautiful products with Justina that inspire all guests with affordable and accessible design.”

To announce the new product line, Target featured a Q&A with Blakeney on its blog.

The retailer recently reported that its owned brands grew 36% in the first quarter of 2021, a record high for the retailer, citing a stark rise in home goods and apparel sales. For example, seeing a more than 30% increase in sales in the home category during the category.