MajorsSep 06, 2023
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Kendra Scott Heads to Target
With prices starting at $15, the Kendra Scott at Target collection launches next month.
A rendering of a dedicated space for Kendra Scott’s new exclusive collection for Target
Minneapolis—Kendra Scott has signed a deal with Target to begin selling its jewelry on the retailer’s website and in select stores this fall, the companies announced this week.
The “Kendra Scott at Target” collection will be available starting Oct. 22.
It will feature more than 200 new pieces that are exclusive to the retailer, including necklaces, rings, and earrings as well as jewelry accessories, like ring dishes and jewelry storage.
The pieces will be 14-karat gold over brass, as well as other metals, with gemstones. Prices start at $15 and go up to $60, with most pieces retailing for under $40.
The partnership with Target is the latest in a series of major developments for the popular Austin, Texas-based jewelry brand.
Kendra Scott debuted its first watch collection in 2022 and then rolled out a collection of engagement rings set with lab-grown diamonds a short time later.
The brand also collaborated with Mattel on Barbie capsule collections, including one that came out this year ahead of the “Barbie” movie, and is capitalizing on its popularity among college-aged young adults with a campus tour that includes an augmented reality component.
A selection of Kendra Scott’s “Emma” pieces. Prices range from $15 to $60, with most of the jewelry retailing for under $40, said the companies.
The Kendra Scott at Target collection, which will include “bold and trendy statement pieces,” is set to launch Oct. 22.
“Family, fashion, and philanthropy are the guiding principles of the Kendra Scott brand, and closely connect to Target’s purpose of bringing joy to all families,” said Kendra Scott, founder, executive chairwoman and chief creative officer of Kendra Scott.
“We partnered with Target as they have a strong presence in our local communities, the place that matters the most to us. Together, we’re introducing a quality, style-forward collection and celebrating both brands’ shared commitment to our communities.”
For Target, its partnership with Kendra Scott is the latest in a line of collaborations with well-known brands such as Apple, Disney, Ulta Beauty, and Levi’s.
Jill Sando, executive vice president and chief merchandising officer at Target, said the Kendra Scott pieces are “exactly the kind of affordable joy our guests are looking for when they shop at Target.”
“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,” she said.
The collections will be refreshed multiple times a year, said the companies, with some styles carrying over from season to season.
Customers can shop the collection online through a “dedicated brand experience,” which will highlight top picks from the collection and share style inspiration.
In select Target stores, there will be a Kendra Scott section within the jewelry and accessories department featuring styling mirrors and other features.
Target stores in Edina, Minnesota; Katy, Texas; and the Austin Arboretum in Texas will be flagship locations for the partnership, stocking an expanded collection.
To kick off the partnership, the flagship stores will host in-store activations on launch day, Oct. 22.
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