Key takeaways:
- Hollister launches its first home and dorm collection through a new Target partnership on June 28.
- The multi-season deal is aimed at the $88.8 billion back-to-college shopping market.
- Target is handling manufacturing while both companies collaborate on product design.
- The partnership will expand with new drops planned for the 2026 holiday season and spring 2027.
Hollister Co. is moving beyond apparel, launching a home and dorm decor collection through a new partnership with Target. The Hollister Collection at Target goes on sale June 28 online and in most Target stores, with select Hollister stores also carrying the line.
The first drop includes nearly 60 items spanning bedding, accessories and sleepwear. Accessories include wearable throw blankets, decorative and study buddy pillows, and weighted plushies. Sleepwear and loungewear pieces include fleece tops and bottoms, men’s sleep pants and women’s sleep shorts. The companies said the partnership will continue with new product drops ahead of the holiday season and again in spring 2027.
Target’s senior vice president of home merchandising, Mara Sirhal, said the collection combines Hollister’s brand identity with Target’s home merchandising strength.
“We’re thrilled to partner with Hollister to bring guests a first of its kind home collection that reflects our continued focus on delivering fresh, distinctive products,” Sirhal said. “Combining the brand’s signature laid back style with Target’s authority in stylish, affordable and accessible home and dorm design, this collection brings a new perspective on home and dorm style.”
A test of a new category through an established partner
The deal marks Hollister’s first move into home decor and gives the brand a way to enter a new product category without building its own manufacturing or supply chain. Target is handling manufacturing for the collection, with the two companies collaborating on design, according to CNBC.
Corey Robinson, Abercrombie & Fitch’s chief product officer, told CNBC the partnership could expand further over time. “Moving beyond just bedding and thinking about blankets, wearable blankets, plush, that’s how we will evolve the partnership,” Robinson said. “With our target age, dorm is top of mind.”
The timing lines up with the back to college shopping season, one of the largest annual retail spending periods. Back to college spending reached $88.8 billion last year, with dorm and apartment furnishings accounting for $12.8 billion of that total, trailing only electronics and computer related equipment as the largest spending category, according to National Retail Federation data cited by CNBC.
