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04/28/2021

Target to launch first plant stylist partnership

Retailer says online searches for plants have increased by more than 300% as consumers are looking for ways to brighten their homes.
Dan Ochwat
Executive Editor
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pots and plants

For more than 20 years, Target has been partnering with fashion designers and interior decorators to launch exclusive products but on May 14 it will launch its first collaboration with a plant stylist.

The retailer is rolling out limited-edition, exclusive live and faux plants and accessories with stylist Hilton Carter. More than 65 items will be featured in the collection ranging from $5-$130. Some accessories include ceramic pots and planters, propagation vessels, terrariums, watering cans and more. The partnership with Carter comes after the retailer recently launched its newest dress collection that highlights diverse designers.

"As people have spent more time at home over the past year, our guests are increasingly looking for ways to add more comfort and personality to their surroundings. Searches for plants on Target.com have increased by more than 300% over the last year — a clear indicator that guests want to bring some of the outdoors inside to brighten up their space," says Jill Sando, executive vice president and chief merchandising officer, Target. "We wanted to identify a partner who could bring something special to Target and deliver a collection that allows guests to easily and affordably refresh any room in their home. This partnership with Hilton Carter does just that, while celebrating the arrival of spring with a renewed sense of optimism."

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Hilton Carter

Carter has made his name on Instagram as a plant enthusiast, interior stylist and advocate of plants and greenery. He began in 2011 with posts on Instagram, amassing a large following of nearly half a million people, which has driven him into writing books and more. Hilton has more than 200 plants in his home.

"This collection of greenery and accessories was designed with the intention to inspire all — from the novice plant parent to the green thumb expert — and help everyone introduce a little more greenery into their space," Carter said. "My interest in plants started out as purely practical and a desire to create a space for myself that I would enjoy. I am thrilled to have the opportunity to inspire Target guests to bring the outdoors in and create a space that allows them to flourish."