Chip and Joanna Gaines must be all smiles about now.
They’re one of America’s favorite “sweetheart” couples.
They have a hit show—Fixer Upper—on HGTV.
Their faces grace the covers of magazines and books.
And, now, they’re collaborating with Target on a new home goods collection: Hearth & Hand with Magnolia.
Sights & Sounds from ‘Hearth & Hand’ Debut
Target debuted this warm, earthy, Pier-1-escque private label this past Sunday.
To explore the new collection, Field Agent dispatched agents—all women between the ages of 35-54—to 12 different Super Targets where they captured images of Hearth & Hand displays and merchandise.
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We also asked these women to share their thoughts about the Hearth & Hand collection. Scroll further down to see their initial reactions to the new Target label.
Watch the video below to catch sights and sounds from the Hearth & Hand unveiling.
We asked our group of shoppers what they think about Hearth & Hand displays and merchandise.
Of the 12 women, all said the H&H displays were better—7 said “much better”—than other home goods displays they’ve encountered. Moreover, all but one said they were more likely to purchase H&H merchandise after shopping the displays.
Agents were also impressed with the merchandise itself. All 12 agents said Hearth & Hand is better—7 said “much better”—than other home goods brands.
But will they buy it?
In our select group of female shoppers, seven said they’re completely likely to purchase Hearth & Hand in the future, while two said they’re very likely and two moderately likely. Only one—citing prices—said she was “not very likely.”
A successful debut, it appears, for Target’s new Hearth & Hand home goods collection.
One more reason for Chip and Joanna to smile these days.
And maybe Target, too.
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