Target has teamed with cookbook author and model Chrissy Teigen to launch an exclusive kitchen and tabletop collection.
Cravings by Chrissy Teigen rolled out to stores and target.com on Sept. 30. The line encompasses more than 40 items ranging from a $3.99 drink glass to a $139.99 12-piece cookware set. The collection was designed to reflect the essentials Teigen uses to prep, cook and serve her favorite recipes, such as a cast iron Dutch oven, as well as items for entertaining family and friends.
The retailer is drumming up support for the collection by stocking an exclusive edition of Teigen's recently launched Cravings: Hungry for More cookbook with bonus recipes and images. In stores, the book enjoys secondary merchandising via account-specific floorstands while the collection gets the spotlight on endcaps in the kitchen department. A Sept. 13 post on the retailer's "A Bullseye View" blog, a target.com brand shop, Facebook, Twitter and Instagram updates from Target, and multiple Twitter and Instagram updates from Teigen also spotlight the line.
“We have a great relationship with [Teigen] and have worked with her in a number of ways over the years — from her first modeling job being in a Target catalog, to her starring in our 2016 holiday campaign,” said Mark Tritton, Target's executive vice president and chief merchandising officer, in the Sept. 13 blog post. “When we learned she was launching her own kitchen and tabletop line, we both knew it would be right at home at Target. We know our guests will be excited to see [Teigen] branch out with the launch of her new collection, and we are thrilled to be the exclusive retailer for Cravings by Chrissy Teigen.”
Target's latest line comes nearly a year after it rolled out an exclusive collection of home furnishings, apparel and accessories designed by Chip and Joanna Gaines.