Target Launches It's Most Varied (and Floral) Collection

Eleven years ago, a mid-market retailer named Target paired with a postmodern architect named Michael Graves for a line that would end up changing the world. Graves' designs, which included teakettles and paper towel holders, a triple laundry sorter and a drying rack, were promoted as "Design for All."

And now the retailer has gone old-school. Target has teamed up with Liberty of London, a super-traditional (they've been around since 1875) yet somehow totally hip company known for their totally awesome floral prints (no, that's not an oxymoron.) Featuring twenty-five different floral prints across price points ranging from $3.99 for a headband to $199.99 for a bicycle, the line will be the widest-ranging of any collaboration Target's ever done. So, what's it all about? The executive vice president of merchandising, Kathee Tesjia, says that it's all about "whimsical, contemporary design."