Everything We Know About Chip and Joanna Gaines' Target Line So Far

Your complete guide to the Fixer Upper couple's next business venture

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Chip and Joanna Gaines Are Right on Target


Chip and Joanna Gaines announced a new line for Target and the Fixer Upper fan base collectively lost their shiplap. Hearth & Hand with Magnolia doesn't officially hit stores until November 5th, but luckily we have a glimpse at the 300+ items to hold us over until the launch date. Here are all of the photos and details of the collection that we know so far.

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Everyday Essentials


The first look at the collection shows a wide-spanning selection of stylish buys to organize every room in the house, like the entryway ideas shown here. Metal storage bins, clear jug containers and a wooden tray complete this smart but chic vignette.

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Here for the Holidays


With the first release coming just before Thanksgiving, the Gaineses baked in a few adorable touches to make your holiday season bright. "I can already see my girls playing with the dollhouse in the collection, and all of my kids dropping their wish lists into the 'Letters to Santa' tin boxes," Joanna told InStyle.

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Finishing Touch


Although functional pieces like these metal shelves are included, Chip and Joanna also designed decorative extras, like the wood nesting houses, to bring each look to life. "The intention behind this line with Target was to cover more than just home decor, which opens it up to every person, in every season," she said.

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Cute Collections

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Joanna has been building the Magnolia suite of decor for years, which most recently includes wallpaper, paint and rugs. The collaboration with Target is the first time the HGTV stars will design specifically for a retailer, but shoppers can still expect her signature style on every piece, as this vingette of white dishware proves.

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Eclectic Display

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Prices start at just 99 cents, with most items falling under $30, according to Target's Bullseye View blog. The partnership isn't a limited-time affair, either: The line is promised to last multiple years and refresh with each season.

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Merry Mugs

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Hearth & Hand with Magnolia hits stores on Nov. 5, meaning your holidays can be fully Gaines-ified. And if you think you might be embarrassingly excited to see the pieces in person, you're not alone. "I'm going to fangirl, basically," Chip told Today about how plans to react upon seeing the products on shelves.

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Dine in Style

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A collection of plates with charming detailing capture the cottage-style appeal Joanna's made famous. "Jo keeps calling the look 'modern farmhouse,' whatever that means," Chip said in a post on their blog. "All I know is she's so excited about this collection that she wants to register for our wedding all over again."

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Farmhouse Appeal

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"We are still pinching ourselves!" a post from the couple's Magnolia account reads. "This collection of goods for your home and life is both beautiful and affordable." A combo of wood, matte black and silver creates a rustic vibe on this tablescape. And don't forget to check out those house-shaped salt-and-pepper shakers!

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All in the Details


This snap of a house-shaped vase, gold-rimmed name card holders, tea towels and pitchers were some of the first examples of the over 300 items that are said to span from tabletop decor to giftables. "There's no other way to say it, this stuff is gorgeous," Chip wrote.

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Greater Good


Although expanding their design empire has its benefits for the HGTV hosts, the real win for the Gaineses is the charitable component they built into the collection. "One of my favorite things about this collaboration is the opportunity to get to work with St. Jude's Target House, which is where families of children with cancer can stay during their treatment," Joanna said on Instagram, adding that she's outfitting the building's dining room to be revealed around the holidays.

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