Target brings back Simply Shabby Chic in multi-year deal

Target announced an exclusive multi-year partnership on October 6, 2026, to bring back the home brand Simply Shabby Chic. The collection will debut October 11 in Target stores and on its website, followed by a seasonal holiday line arriving in late October.

Designer Rachel Ashwell founded Shabby Chic in 1989 and first introduced the Simply Shabby Chic line at Target in 2004. The fall assortment features bedding, duvets, quilts, sheets, decorative pillows and throws, with prices starting at $20 and most items priced below $50.

Mara Sirhal, senior vice president of merchandising for home at Target, stated that the brand brings nostalgia while introducing vintage-inspired designs to new shoppers, strengthening the retailer's focus on style and value across its more than 2,000 stores in the United States.