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AT HOME | a blog by Joanna Gaines

An exciting announcement: Hearth & Hand with Magnolia

September 12, 2017

Hearth and Hand by Magnolia only at Target

Jo and I are homebodies. You can drag us out and make us travel and even put us up in some fancy place way nicer than where we live, but the reality remains the same, we want to go back home. It is simply our favorite place in the world. It’s where we feel safe, and it’s where we feel the most known and loved. But not everyone feels that way. For some, home is the last place they want to be. There is something in me and Jo that wants everyone to feel the way that we do when we are at our farm. Joanna will be the first to tell you that it’s not about having the perfect house, so through our work, we try to encourage and provide useful tools to help people love the place that they call home.

The most common request we get from people is for us to travel to their town and help them out with their house. We have four kids ages 12 and under, and Magnolia is based here in Waco, so traveling around just isn’t in the cards for us in this season of life. We are adamant that anyone can put together spaces they can be really proud of – rooms that are both comfortable and beautiful. All it takes is some basic know-how and having a few design guardrails in place. It is for this very reason that Jo has spent these past few years hard at work creating Magnolia Home. She’s made it easy for the rest of us who perhaps weren’t born with killer design instincts. With Magnolia Home, Jo has designed collections of essentials – from paint and wallpaper to furniture and rugs – that somehow magically work together without having to overthink it. Retailers all over the country carry these lines and it truly is the next best thing to Jo showing up at your front door with her sketchbook.

Over the past few years, we’ve been really humbled as one major retailer after another started approaching us about collaborating on something exclusive. While we have always been open to the idea, we felt that it was important to first establish Magnolia Home as the foundation. The timing wasn’t ever right and to us, timing is everything. With that said, there was one company that kept standing out to us and the more we got to know them the more it felt like this was the right partnership for us. 

So, it’s with a ton of excitement that we get to share some big news…We are thrilled to announce that this November we are launching Hearth & Hand with Magnolia, and it’s making itself at home at Target.

Just as we’ve never created an exclusive line of product for a retailer before, Target has never done anything like this before either. Let me try to give you a visual: it’s like a little shop inside of Target. Jo keeps calling the look “modern farmhouse,” whatever that means. All I know is she’s so excited about this collection that she wants to register for our wedding all over again.  

There’s no other way to say it, this stuff is gorgeous. It has been really fun to watch Jo rock and roll with Target’s top-notch design team.They have all spent so much time thoughtfully creating these beautiful basics. A lot of heart and soul has been poured into every last piece of Hearth & Hand with Magnolia, and I think people are going to be able to feel that.

Until now, the pieces Jo has designed through Magnolia Home have been the fundamental elements that help to create a home you’re crazy in love with. Hearth & Hand with Magnolia feels like the cherry on top for us. The pieces are functional and beautiful and will work with what you already own. We have found that sometimes, just a minor tweak can really help you love the home you are already in. And the fact that this little piece of Magnolia is coming to a town near you, well, I think you’re gonna be as geeked out about this stuff as I am. It’s in stores November 5th, just in time for the holidays and we can’t wait to hear what you think.

Despite our initial insecurities about partnering with a large retailer, Target has exceeded our expectations every step of the way.  With our friends, our family and with the people we do business with, we are serious about continually finding common ground. We are thankful to get to work side by side with the people at Target. We believe we are going to build something really beautiful together and that our positive impact will be far greater now than it would ever be apart.

Ok, I’ve been saving the best part for last: one of the main reasons we decided to team up with Target is because we have found them to be the gold-standard when it comes to generosity and giving. This really resonates with us. Jo and I believe that to whom much is given, much is required. As our platform has grown, so has our desire to help communities far beyond Waco, Texas. About a year ago, we decided to create the Magnolia Foundation to help local communities and families in need all over the country.

With Hearth & Hand with Magnolia, we’ll work with a number of charities to roll up our sleeves and get to work with. Right now, Joanna is busy designing some pretty incredible updates for the community dining room at Target House, which serves hundreds of families whose kids are being treated at St. Jude Children’s Research Hospital in Memphis. Target House is a free home away from home for St. Jude patients and their families during the hardest of life’s circumstances, providing a safe place for these families to be together. In November, we’ll get to reveal the updated dining room to the families of St. Jude, and then share a meal together to kick off the holiday season. We are humbled to be even a small part of their stories and thankful that this collaboration gives us the opportunity to be involved in such meaningful projects, like this one with St. Jude Children’s Research Hospital. November can’t come soon enough.  

As always, thank you all for the love and support.




Comment Policy:

We welcome and encourage comments from all readers. We want to initiate conversations between people who may think differently from one another. We feel called to be bridge builders, to fight for a world that knows how to lovingly disagree. And that starts when we think, speak and act from a position of love in all things. We don’t all have to agree with each other, but disagreement is not the same thing as hate. And while we will never censor comments based on your personal, political or religious beliefs, we do reserve the right to moderate or delete any comments containing foul or abusive language, as well as those perceived to be contentious, libelous or combative.

So think freely, but please speak respectfully. These are the kind of conversations that we want to be a part of.



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  • Sylvia Guasco
    2:34 pm, November 21, 2017
    I hate that I won.t be seeing you both in the future. You have a style that I see that is being copied more and more. I just have one question. With the show leaving, what is is going to happen to the young producer who moved from California to work for "Fixer Upper? He and his wife were expecting twins and you redid a home for them. I hate for them to be set adrift.
  • Christie urita
    12:07 am, November 20, 2017
    Went to Target for the first time in years. The only reason I went back was to see and shop the hearth & Hand collection. Was seriously dismayed to find the shelves only sparsely stocked and haphazardly displayed. I think I prefer to shop Magnolia from your company business site instead. As detail oriented as the products were you chose to display in Target I am very disappointed in Target's execution of the merchandise.... Even according to the planagram left lying on the shelves.
  • Jean
    2:44 pm, November 19, 2017
    I live in Connecticut. I am trying hard to get the Hearth &Hand House log holder in black. I cannot find it anywhere, even on line. Is there any chance I can get it right from Joanna and Chip. It's a Christmas present. PLEASE!!
  • Dee
    2:06 pm, November 19, 2017
    Love it all round fan of ur show. Xoxoxoxo
  • Linda Gutowski
    8:57 am, November 19, 2017
    I recently purchased Hearth and Hand by Magnolia dinner plates, bowls and desert plates. I don't think you have any idea the way Target is shipping your product. Desert plates-10 shipped 2 broken luckily they had some in the store to replace them. Bowls- 10 ordered, 4 shipped perfectly fine, then 6 shipped 5 broken. They were shipped the same way the desert plates were shipped. Not good at all. The store did not have enough in stock to replace them. They did find some in other stores but I already did a lot of leg work to get the dinner plates which I couldn't order on line. I needed 10 so I had to go to different stores to get them. I was not doing the same thing with the bowls. I ended up bringing all the dinner plates, desert plates and the good bowls all back for a full refund. I will never order from them online again. I did make a corporate complaint. It was a Christmas present.
    • ashlee
      8:58 pm, November 21, 2017
      Mine did the same thing.. All were broken
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