Joanna Gaines Moves a Little More Upscale With Some Exclusives for Anthropologie

Joanna Gaines has designed rugs and pillows for fashion and home lifestyle brand Anthropologie.The Waco-based home designer, retailer, author and TV celebrity has created the home accessories for the Philadelphia-based 226-store company, which has six locations in Dallas-Fort Worth.While Chip and Joanna Gaines' company has branched into many merchandise categories, Joanna Gaines for Anthropologie" is the Magnolia co-founder's exclusive with the retailer, said John Marsicano, spokesman for Magnolia. Magnolia Home by Joanna Gaines is a wholesale brand designed by Gaines and made and sold at wholesale for Magnolia by Farmers Branch-based Loloi. Several retailers including Pier 1 Imports, Bed Bath & Beyond, sell Magnolia Home merchandise, but this partnership is separate project, he said.Target's Hearth & Hands with Magnolia is Magnolia's first and only exclusive retail partnership. All of those items are designed for and sold exclusively at Target and are at a more affordable prices, Marsicano said.Joanna Gaines for Anthropologie, which is also made by Loloi, is pricier. Its 19 items, with pillows priced from $48 to $138 and rugs from $68 to $2,598. All items are online today. Pillows will be in 130 stores by Monday.The new line "marries Anthropologie's highly individual aesthetic and passion for unique colors and patterns," Marsicano said, with Joanna's details and her gathering and blending approach to design."We're delighted to collaborate with Joanna Gaines, a designer long admired by Anthropologie and beloved by our customers," said Andre Carnie, co-president of Anthropologie Group in a prepared statement.The Waco home renovators and builders got their big break on HGTV's Fixer Upper when a 2013 pilot was well received and followed by five regular seasons. The Gaineses haven't wasted time building up their family business they founded in 2003 into a national brand while being a positive force for the Waco economy. Magnolia has creating hundreds of jobs and attracting thousands of visitors a week to the central Texas city.The Gaineses have other merchandise. Magnolia Furniture is sold at Nebraska Furniture Mart and Magnolia paint, made in a partnership with Kilz, is sold nationally at Target and Ace Hardware stores. Magnolia also has its own retail store and e-commerce business in Waco.Twitter: @MariaHalkias  Continue reading...

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