Target brings back Simply Shabby Chic home brand in multi-year partnership

Target said on October 6, 2026, that it is bringing back the home brand Simply Shabby Chic through a new, exclusive multi-year partnership. Target said the fall bedding, decorative pillows and throws will be available beginning October 11 in most stores and on Target.com.

Target said a holiday collection of seasonal decor and gifting pieces will follow, arriving in late October. Prices start at $20, with most items under $50. The pieces are designed to be mixed, matched and layered to resemble vintage finds and heirloom pieces.

Rachel Ashwell founded Shabby Chic in 1989. Simply Shabby Chic first launched at Target in 2004. Target said it is reintroducing the brand as interest in heritage brands and layered, vintage-inspired spaces continues to grow.

Mara Sirhal, senior vice president, merchandising, home, Target, said the partnership builds on the company's commitment to strengthen its merchandising authority in Home, with style, design and value at the center.