Designer Michael Graves, Target to end partnership

Designer Michael Graves, Target to end partnership
Tags: Customer Experience, Merchandising
February 8, 2012

After a 15-year collaboration, designer Michael Graves and Target are parting ways.

Graves' latest line of designer products, to launch in March, will be his final works for Target.

Graves has designed more than 2,000 consumer products — from toasters to watches to ironing boards — exclusively for Target stores.

"Michael Graves as a brand himself, and the products that he designed in collaboration with Target, really changed the game in mass-merchandising retail," Mollie Young, founding principal of Nametag International, a brand consulting company, told the TwinCities.com.

Their collaboration, Young said, was celebrated for "bringing design into what historically were pretty basic and boring categories, basic household goods."