Target to Launch Threshold as New Home Brand

MINNEAPOLIS-Target is slating the debut of its new home-products brand, Threshold, to begin this fall in both Target stores and on

The new brand will encompass bed and bath textiles, dinnerware, pantryware, home accents, accessories, frames, clocks, shelving, rugs of a variety of sizes, furniture, storage products, tabletop and seasonal baking items. The focus of the brand--according to Stacia Andersen, Target's senior vice president of merchandising for home--will be on quality and design. In an interview with HFN, Andersen added, "Our goal is for Threshold to be one of the largest home brands we have."

Price points for Threshold will be in line with those for the Target Home brand, but the products will be several notches above Target Home in quality and functionality, according to Julie Guggemos, vice president of design and development for home. Guggemos also said in an interview with HFN that the brand launch will take place in steps beginning in September, with new categories being rolled out over the following six months, until Threshold is fully introduced by spring 2013.

"We felt it was time to launch a brand with elevated design and quality," Guggemos said. She added that these elements will be reflected in the packaging, store signs and in-store marketing.

The marketing that will accompany Threshold's launch will begin in the fall with announcements in weekly circulars and on In spring of next year, it will expand to include print and social media, according to Andersen and Guggemos. Other media as yet to be determined may also be involved.

Target will continue to offer its other slate of home brands as it incorporates Threshold into its merchandise mix.

HFN Staff | News & Commentary

HFN provides detailed information on the key home classifications: Housewares, Tabletop, Floor Covering & Rugs, Furniture, Home Textiles, Lighting, Home Decor, Mattresses & Bedding, Gifts, Major Appliances and Consumer Electronics as well as Business, Finance and Retail.


  • Patti Carpenter Talks Color and its Importance in the Home

    Camera Icon   More Videos

Subscribe to
HFN Omnichannel
Receive the news you need to know about the trends in the industry delivered right to your inbox.

Current Issue

  • HFN August 2017 cover


    August 2017

    COVER STORY: Sharpening the Focus on Millennials

    Find out what makes Millennials tick when it comes to home decorating, shopping and at-home entertaining with HFN's annual consumer study. Turns out, Millennials favor the in-store shopping experience.


    • Power of the People - Crowdfunding campaigns provide needed capital, feedback for home and housewares product launches.
    •  Omnichannel Retailing: Visual Search Takes Off - Learn how voice and visual search are revolutionizing product discovery.