Target’s Newest Home Project to Debut

Project 62 home items sport a modern aesthetic
July 11, 2017Allison Zisko

Project 62 home itemsProject 62 home items
MINNEAPOLIS—Target’s newest proprietary home brand is called Project 62 and debuts in September.

Target, which in February announced the rollout of more than a dozen new brands, recently offered a sneak peek at four of them, including Project 62, to the Wall Street Journal and on its website.

“Our new brands are all about the changing face of our guests—what they need, what they’re looking for from Target. When we took a close look at our existing assortment with this in mind, we saw a disconnect. We knew we’d need to refresh our offerings—and define new ones—so our guests continue to love what they’re discovering at Target and want to keep coming back, again and again,” said Mark Tritton, executive vice president and chief merchandising officer, in Target’s A Bullseye View newsletter. The new brands offer Target the opportunity “to create a unique personality and ownable, differentiated point of view.”

A modern aesthetic, featuring simple lines and a mix of materials, defined the Project 62 home items shown in the Target newsletter. They included a yellow and gray decorative pillow, a wood and metal bar cart, copper cheese tools, a pared down, two-drawer desk in baby blue, and a set of white vases with fawn-colored geometric patterns. “One new brand on its own isn’t going to change the way guests experience Target, though we definitely believe each of our exclusive brands will leave [their] mark,” Tritton said. “Big picture, it’s when you take all these new brands, combined with how we’re reimagining stores, continuing to enhance digital and investing in our business to meet guests’ changing needs that you start to feel a real difference. Taken together, these changes will create an experience—a new, fresh interpretation of the Tar-zhay that we know our guests love—that ultimately will drive preference and bring real, affordable joy to our guests’ everyday moments.”

Allison ZiskoAllison Zisko | Managing Editor/Tabletop Editor
azisko@hfnmag.com

After 15 years of covering the tabletop industry, Allison Zisko is still as enthusiastic as ever about the dinnerware, glassware and flatware categories. An in-depth analysis of how the category works intrigues her just as much as the latest fashion trends. As managing editor, Allison oversees the daily e-newsletter and works behind the scenes to help produce the print issue each month. She also directs HFN’s housewares coverage and covers the cutlery category. An avid reader, Allison is eager to talk to anyone and everyone about the latest book they are reading.

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