If this isn’t real life, then we don’t want to wake up: Target and our beloved Chip and Joanna Gaines are teaming up to launch a whole new Magnolia Market-inspired brand (yes—brand!) for the retailer. Called Hearth & Hand with Magnolia, the first collection will be available online and in stores on November 5. And this awesome partnership goes beyond anything we’ve seen from Target before, which is saying something.


“Just as we’ve never created an exclusive line of product for a retailer before, Target has never done anything like this before either,” Chip said in a blog post. “Let me try to give you a visual: it’s like a little shop inside of Target. Jo keeps calling the look ‘modern farmhouse,’ whatever that means.”

That means it’s great news for fans of Fixer Upper, Chip!

In a press release, Target said the brand will include 300 (!!) items “spanning tabletop, home décor and giftables.” And this is already a serious relationship: Unlike with previous lines, Target and the Gaines are committed to delivering new Hearth & Hand items on a seasonal basis for “multiple years.”

“Partnering with Chip and Joanna to create a modern farmhouse collection available only at Target allows us to offer an aesthetic we know our guests will love, and the quality and affordable prices can’t be beat,” said Mark Tritton, Target’s executive vice president and chief merchandising officer.

Although prices in the initial collection range from $0.99 to $129, most of the items cost less than $30—and the money that is spent on the collection can be done while giving yourself a pat on the back. As Chip explained in his blog post, a portion of the proceeds will go toward charities near and dear to them, such as St. Jude Children’s Research Hospital.

“We are humbled to be even a small part of their stories and thankful that this collaboration gives us the opportunity to be involved in such meaningful projects, like this one with St. Jude Children’s Research Hospital,” Chip said.

Sneak peeks at the Hearth & Hand collection are limited right now, but Target’s press release teases that we’ll see and hear more during the Gaines’ appearance on TODAY this Thursday morning.

In the meantime, Chip expressed what many of us are feeling by saying, “November can’t come soon enough.”

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