Target is taking on IKEA by making affordable modern furniture under $400

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Target is doubling down on furniture.

On October 10, the retailer announced that it will team up with design and lifestyle brand Dwell to put out a line of affordable, minimalist, modern furniture.

dwell target furniture 2TargetThe collection, called "Modern by Dwell Magazine," features furniture pieces ranging from $49.99 to $399.99 and decor pieces from $17.99 to $49.99. Dwell's usual furniture offerings — while painstakingly well designed — often run in the thousands of dollars.

According to Fast Company, the 120-piece collection includes a minimalist bookshelf, LED pendant lights, upholstered pouf ottomans, lounge chairs, hand-tufted wool rugs, and much more that hasn't been announced yet.

The collection will go on sale December 27 at Target and

The line's aesthetic was inspired by the modern movement, which features flat or monochrome colors, little use of wood textures, organic or rounded shapes, and an emphasis on function.

dwell and target modern furniture 1TargetThat style, along with the low price point, will put Target and Dwell on a competitive playing field with furniture giant IKEA, which has relied heavily on the modern look throughout its history. Target's partnership with Dwell could even give it a unique edge over IKEA's catalog, since the new line makes designs that would ordinarily be reserved for high-end pieces available to consumers who don't have thousands to spend.

The collaboration is also likely to be as big a brand-building opportunity for Dwell as it was for Faribault Woolen Mills, Marimekko, and TOMS — which have all created designer partnerships with Target as well.

12 most popular Ikea products of all time:

12 most popular IKEA products of all time
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12 most popular IKEA products of all time
12. Ribba frames make your photos and art pop.

Price: $1.99 — $19.99. 
Find it here.

Simplicity is a top design principle at IKEA, and the Ribba frame series proves it.

Ribba frames come in a variety of sizes and in black, white, and steely gray.

11. The Färgrik mug is the quintessential coffee cup.

Price: $0.99
Find it here. 

The white stoneware Färgrik mug goes with any kitchen color scheme — plain and simple.

Plus, you won't break the bank replacing it if one crashes on the floor.

10. The Klippan loveseat fits small budgets and smaller apartments.

Price: $399
Find it here.

Stretching just over 70 inches, the Klippan sofa squeezes into most shoebox apartments. It's available in white, gray, and caramel.

If you make a tough stain, you can buy a replacement cover for as little as $29.

9. The Docksta table completes a minimalist kitchen.

Price: $179
Find it here.

The Docksta table blends in with its soft edges and a simple silhouette. The white finish allows an eclectic assortment of chairs or decorations to stand out.

8. The Ektorp sofa is built to last.

Price: $499
Find it here.

Small details such as the strong seams, changeable covers, and reversible seat cushions toughen up the Ektorp sofa to withstand years of use.

Plus, the foam and polyester fiber-packed seat cushions give great support.

7. The Lack table series hardly lacks style.

Price: $7.99 – $49.99
Find it here.

"Basic" isn't a bad thing when it comes to IKEA's preeminent table series. 

Tables, ranging in size and proportions, come in a wide variety of colors and finishes. They're lightweight so you can move them easily and feng shui your living room over and over again.

6. The Stockholm rugs add a burst of color to any room.

Price: $99 – $349
Find them here.

Stockholm rugs are made by hand in textile centers in India that provide good working conditions and fair wages, according to IKEA.

They're also adorable and available in checkered and picnic-blanket-like patterns.

5. The Rens sheepskin rug brings warmth into your home.

Price: $29.99

Find it here.

IKEA's white sheepskin rug begs to be thrown in front of a fireplace and curled upon. It's irresistibly soft.

The wool is soil-repellent and durable, though not machine-washable.

4. The Kallax shelving series became an instant classic.

Price: $15 – $249
Find it here.

The internet freaked out when IKEA discontinued everyone's favorite shelf, the Expedit. But it's back with a new name (Kallax) and a sleek new design.

Kallax shelves, which come in multiple sizes, are durable thanks to a scratch-resistant surface and rounded corners that make them less painful to bump into.

3. The Malm bed frame series streamlines the bedroom.

Price: $149 – $559
Find it here.

A millennial's first apartment isn't complete without a Malm bed frame. The Malm come in two flavors: one that raises the mattress high off the floor and another that includes storage.

2. The Poäng chair sells 1.5 million units a year.

Price: $109 – $229
Find it here.

Created by famed Japanese designer Noboru Nakamura, the Poäng chair is one of the most iconic IKEA products of all time. It recently celebrated its 40th birthday with a limited-edition frame and six new covers.

Style, quality, and an affordable price point helped the Poäng chair stand the test of time.

1. The Billy bookcase is the most ubiquitous piece of IKEA furniture.

Price: $69.99 – $544.97
Find it here.

A Billy bookcase sells every 10 seconds, according to the New York Times. Why? It speaks directly to the IKEA ethos of simplicity that makes the company a global success.

The Billy bookcase can also grow with its owner over time. New shelves can be added when your library expands, and it's available in a variety of heights, widths, and finishes.


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