By Nikhita Mahtani

Published on June 7, 2018

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Courtesy of TARGET

Ever tried to cook something, and found your spatula has melted? What about washing your towels, only to find out that the weaving has completely fallen apart? Yeah, turns out these are extremely common problems and happen to everyone—and they are exactly what inspired Target’s newest home brand.

Introducing Made By Design, a collection of minimalist, everyday essentials designed to solve everyday issues, consisting of over 750 items, ranging from kitchen tools and storage solutions to bedding and bath.

“There’s no reason to deal with issues like this on a day to day basis,” says Jill Sando, Target’s vice-president of merchandising. “In fact, creating this collection was, in part, so fun because it made me realize issues I had been dealing with every day that I might not have realized.”

Ease and functionality are clearly the cornerstone of the line. The towels ($4 and up) have been designed to withstand multiple washes, and the $160-dresser has a clean, hardware-free look. Sando’s favorite item? A soap dispenser ($6) that opens up at the wider part of the unit, so that you don’t drop soap every time you try to refill. “So easy!” she exclaims.

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Courtesy of TARGET

The storage bins and boxes (starting at $10) can be mixed and matched with ease, while also being stackable, and the baking sheets ($5) are warp-resistant and consist of nonstick coating for easy cleanup. Starting at just $2, the spatulas can withstand up to 450 degrees, and the stackable plates and glasses ($3 and up) are a savior for small space dwellers.

We got a sneak peek at the dishware and kitchen utensils during a food styling class hosted by blogger Camille Styles, that made use of Made By Design’s plates, tongs, glasses, and bowls. “The clean, thin plates allow the food to take center stage,” says Styles, “and I also love the way the tongs have an easy grip handle.”

Affordability has, of course, always been at the forefront of Target’s mission, and this new collection is no exception. Most items are priced under $30, and you can get some great options for just a dollar. The reason? Through extensive consumer research, Target found that even though consumers relied on their brands for more decorative items, they were shopping elsewhere for everyday essentials.

“We wanted to design this collection for millennials, specifically,” explains Sando. “Research has shown that people don’t want disposable products anymore—they want items that will last at an affordable price, all while looking elevated and elegant.”

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Courtesy of TARGET
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Courtesy of TARGET

In-house designers worked to create a line that was affordable, yet high-quality. During the years-long research process, Target went into consumers’ homes to see what the issues were—for instance, as customers apologized for the state their kitchen cabinets were in, Target realized they could make their kitchenware stackable, in order to fix the mess.

The minimalist style makes sure the collection goes with almost any style, with crisp whites and neutrals taking center stage. This makes sense, though, because Target has found that 90 percent of shoppers mix and match items in order to create their own personal style. The maximalist Opalhouse, modern farmhouse-inspired Hearth & Hand, and small space lifesaver Project 62, all provide very different looks, but are designed to be mixed.

Made By Design products have a simple, unfussy design—think Scandi-inspired neutral shades and slim shapes—so that they will appeal to a wide variety of users. “They’ll also then fit any home when our clients move out and go to different spaces,” explains Sando.

Made By Design will be available in all Target stores and on Target.com beginning June 23. Prices range from $1 to $260 for bedding, bath accessories, storage solutions, kitchen tools, and furniture, with most items less than $30.

See more Target news:

UPDATE: Maximalists, You’re Going to Love Target’s New Home Line
The Hunter + Target Collab is FINALLY Here and We’re Dying
Chip and Jo’s Summer Target Collection Is Sure to Sell Out

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