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Target goes private in bath, kitchen.

MINNEAPOLIS--Target Stores, the discount arm of Dayton Hudson Corp., makes heavy use of private-label products in its bath and kitchen coordinates programs.

The chain's Furio Contemporary Casuals brand dominates the kitchen and table linen department. In the bath area, Target launched a new line of coordinates last fall under the Premier label

"Target is unique in that its biggest area of growth is in private label," notes Ira Adler, president of Decor. "They source their designs to domestic manufacturers who can resupply on a weekly basis.

"They are one of the most advanced retailers in the country when it comes to coordination," he continues. "They are developing their own looks. "

Adds Donald Tobin, president, Tobin Home Fashions: "Target is expanding its presence in the home furnishings business. They have tried to coordinate all of their products and have done it more effectively than a lot of other retailers. They tend to focus on presentation of a theme, rather than having seven different patterns all over the place."

At a Target Greatland store in suburban Chicago, the chain devoted half of one side of an aisle to the Premier bath coordinates, accenting the section with four-color photographs on top of the gondola illustrating how the corrections look in a real-life setting.

The Premier groupings include everything from window valances and wallpaper borders to soaps in four different motifs--Duck Decoy, Mesa, Golf and Key West.

Shower curtains, valances, towels and soaps are hung on pegboards below the photographs and above three narrow shelves of bathroom accessories.

The accessories include ceramic pieces in the respective patterns, plus solid-color pieces that coordinate with the textiles. The lowest shelves hold coordinating waste baskets and rugs. Shower curtains in the collections, priced at $19.99, are from the Waterworks division of Saturday Knight. The other textiles carry only the Premier name, identified as Dayton Hudson's brand.

Embellished towels are sold in a three-piece set of bath towell hand towel and wash cloth for $14.99. Window valances are $12.99 and the wallpaper border, in 15-foot lengths, is $7.99. Soaps--in the shapes of ducks, cactus, golf balls and seashells--are in blister packs for $1.99. Ceramic soap dishes in shapes that reflect the different patterns are priced at $7.99, while plastic soap dishes in coordinating solid colors are $1.99. Other ceramic pieces available in each pattern include toothbrush holders, tumblers, small vases, lotion dispensers and tissue holders. Solid plastic coordinates are also displayed so the customer can mix and match.

The waste baskets and rugs are also available in both patterns and in coordinating solids.

In the remainder of its bath area, Target groups solid towels with coordinating rugs below and, where available, matching stripes next to the solids. Hanging posters mark the entrance to the store's tabletop and kitchen textiles aisles and picture some of the coordinating patterns available.

"Photography is important for every aspect of Target's business," Tobin says. "It really helps direct a customer to a coordinated theme."

A small vignette grouping at the end of one of the gondolas on the store's main racetrack aisle further distinguishes the department. The group includes a small round table and chairs from the store's furniture collection, with table linens and dinnerware and glasses, as well as a small area rug and kitchen floor mat.

In the aisles, four-color photos above the merchandise show various patterns and solids used together, and suggest products customers might want to consider together.

Just below the photos, such items as packaged window valances, kitchen towels and oven mitts are hung face out to display the patterns. Below them are shelves of placemats, napkins, tablecloths in both vinyl and fabric, and coordinating napkin rings.

On the left side of the coordinates aisle are more formal table linens, while the right side focuses on kitchen textiles and kitchen table linens.

Print patterns of table linens are displayed with coordinating solids. For example, blue and white solid tablecloths, napkins and placemats are displayed with a predominantly blue floral pattern called Peace and Joy.

A vinyl tablecloth in the floral pattern is $8.99 for a 52-by-inch 90-size; a blue solid tablecloth is $9.99 for a 52-by-70-inch size. Print chair pads are $12.99 and solids are $7.99.

The coordinate group includes kitchen towels, $2.99; pot holders, $2.49; oven mitts, $3.99; placemats, $3.99; napkins, $2.49; and a kitchen rug, $7.99. Also available is fabric in the patterns at $16.99 for a package of three yards of fabric.

Across the aisle are more casual groupings, such as patterns with cow, sunflower and southwestern motifs.

Some of the patterns have two coordinating prints. For example, the cow pattern, Old MacDonald, includes napkins with large or small cows. A coordinating check pattern is also displayed for napkins and chair pads.

Napkins in this group are priced at $2.49; place mats, $3.99; and vinyl tablecloth, $6.99 for a 52 by 70-inch size.

A two-piece window swag in the cow pattern had been reduced to $12 from $19.99 and vinyl placemats were cut from $1.45 to 90 cents.

Target's home textiles department includes a number of signs reminding customers that the store has a bridal registry, Club Wedd, available. Couples who register take a handheld bar code scanner and walk around the store scanning products they wish to receive as gifts to create their registry fist. A printout of the couple's list is available at the store's Club Wedd kiosk.
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Title Annotation:Coordinates for Bath, Table and Kitchen; Target Stores' private-label household furnishing products
Author:Brumback, Nancy
Publication:HFN The Weekly Newspaper for the Home Furnishing Network
Date:Mar 27, 1995
Previous Article:Reaching critical mass; coordinated programs extend to all retail channels.
Next Article:Kmart coordinates prints in-store.

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