In September, Chip and Joanna Gaines, the hosts of HGTV’s mega-hit “Fixer Upper,” announced they would be taking their rustic industrial designs from the renovated homes of Waco, Texas, to the shelves of Target.

The “home and lifestyle brand” would be widely available — and affordable — with pieces ranging from 99 cents to $129, with most items for sale for less than $30.


Fans of the couple had mixed reactions over the design team’s plan to expand the Magnolia Market empire, most citing concerns with the partnering company’s stance on the transgender bathroom debate.

The controversy has seemed short-lived, however, given the throngs of people with their wallets open and shopping carts full since the Hearth & Hand collection debuted on November 5.

Chip himself couldn’t wait for the sale to begin:

Ahead of the big reveal, the couple upped the ante by keeping the line under wraps. Only eager Magnolia fans knew what was hiding under that curtain:

Joanna joked on her Instagram account that she and Chip would be racing over to stock up on items from their collection, such as wreaths, decorative pillows, and lanterns:

Once the curtain came down fans were not disappointed:

Target employees were proud to feature the new line in their stores:

Even the Target Starbucks got in on the fun to support the HGTV stars:

Shoppers captured their fellow “Fixer Upper” fans piling their carts with accessories:

Fox News reports Hearth and Home items are so popular they’re being sold for several times the original purchase price on sites such as eBay.

Chip and Joanna initially explained their decision to partner with Target as an opportunity to support charitable projects, including raising money to redesign the Target House dining room at St. Jude Children’s Research Hospital in Memphis, Tennessee.

Shopping for a good cause? Now that’s a stylish decision.

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