Published Oct. 6, 2026. Target is bringing the Simply Shabby Chic home brand back to its stores and website under a new exclusive, multi-year partnership with designer Rachel Ashwell.
The initial bedding collection is scheduled to launch Oct. 11 in most Target stores and on Target.com. A holiday bedding and décor assortment is expected to follow later in October.
What is included in the relaunch
Target’s Oct. 6 announcement says the fall assortment will include comforters, quilts, duvets, sheets, shams, decorative pillows and throws. Designs will use floral prints, quilting, soft color palettes and the ruffled details associated with the brand.
The retailer said prices will start at $20 and most items will cost less than $50. Those are company-announced launch prices, and availability may vary by store and online inventory.
A Target brand reunion
Ashwell founded Shabby Chic in 1989. The lower-priced Simply Shabby Chic line first appeared at Target in 2004 and became part of the retailer’s push to offer designer-led home collections to a broad customer base.
The 2026 return leans into renewed interest in vintage-inspired interiors and heritage brands. Target said archival prints have been refreshed, while washed fabrics, eyelet details and layered textures will carry the familiar design language into the new assortment.
What shoppers should know
The Oct. 11 date applies to the fall bedding launch, not the full seasonal collection. Target says holiday products will arrive later in October, so shoppers looking for seasonal décor may see a separate release.
Because this is a product launch rather than a limited-time discount event, customers should compare materials, dimensions and care instructions rather than treating the announced price range as proof of a sale. Inventory can also differ between physical stores and Target’s website.
The announcement comes during a busy retail week. AskNovus is also tracking Amazon Prime Big Deal Days and price-history tools. More home-related launches are available in Home & Garden.
Featured image: Photo by Point3D Commercial Imaging Ltd. on Unsplash. Image is illustrative and does not show the Target collection.