Dive Brief:
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Target and Kendra Scott on Tuesday announced a collaboration on affordable jewelry and accessories that will be sold online and in select Target stores starting Oct. 22. Prices will start at $15, with most under $40.
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The more than 200 “Kendra Scott at Target” pieces will include newly designed items exclusive to Target, including necklaces, rings and earrings, as well as ring dishes and jewelry storage. They will include genuine stones, 14K gold over brass and other quality metals.
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The partnership is not a limited edition. Target and Kendra Scott will refresh the collection “multiple times each year with a number of items that will carry forward from season to season,” according to their press release.
Dive Insight:
The Kendra Scott tie-up recalls the early days of Target's "cheap-chic" effort. A collaboration with architect and product designer Michael Graves begun in 1997 ended up lasting 15 years and producing more than 2,000 exclusive products.
This collection will launch as holiday shopping gears up, with consumers in the mood for affordable gifts. Kendra Scott’s signature “Family, Fashion, and Philanthropy" mission also fits into the spirit of the season.
"We partnered with Target as they have a strong presence in our local communities, the place that matters the most to us,” founder and Chief Creative Officer Kendra Scott said in a statement. “Together, we're introducing a quality, style forward collection and celebrating both brands' shared commitment to our communities."
The jewelry brand sells directly to customers via some 130 namesake stores and pop-up locations, as well as through wholesale partners Neiman Marcus, Nordstrom, Bloomingdale's, Dillard's and more than 850 specialty boutiques.
At Target, Kendra Scott will have dedicated space on and offline. In stores, displays in the jewelry and accessories department will have specialized branding and styling mirrors. Each company is elevating its hometown for the collaboration, with expanded Kendra Scott experiences at Target stores in Edina, Minnesota, and Katy, Texas, and at the Austin Arboretum in Texas, per their release. Those flagship locations will host in-store launch activations on Sunday, Oct. 22.
"Target is known for democratizing style and I'm so proud of how our strategic partnership with Kendra Scott builds on that legacy of making great design accessible to all," Target Chief Merchandising Officer Jill Sando said in a statement.
