Target Takes a Note From IKEA's Playbook, Goes Super Minimal

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Target’s new minimal, Swedish-inspired decor collection, called Made By Design, is all pretty barebones, like IKEA and college dorm room furniture had a baby. The line has everything you need to furnish your home, and then some. There’s seriously everything from a down alternative comforter, to bathroom storage, to an entire stainless steel cookware collection. There’s also furniture like desks, chairs, and bookshelves alongside coffee makers and picture frames.

According to the retailer’s press release, “Made By Design is the ultimate expression of our DNA—a commitment to the democratization of impeccable design,” says Mark Tritton, executive vice president and chief merchandising officer, Target. “This line is filled with beautiful, purposeful pieces that our guests can count on for superior quality, style and value season after season. It’s the perfect foundational brand to complement our assortment, which now features more distinct aesthetics than ever to help every guest make their house a home that truly reflects their unique personalities and preferences.”

Made by Design is the antithesis to their most recent home launch, Opalhouse, which featured gaudy, gilded statues and over-the-top botanical prints. Unlike Opalhouse, the price point hovers around the $30-ish mark.