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Target partners with Finnish design house Marimekko for next ‘capsule collection’

MarketWatch photo illustration/Target

Finland’s Marimekko has become the latest design brand to partner with Target on an exclusive collection

Target Corp.’s next design collaboration will be with the Finnish brand Marimekko, the company announced Wednesday on “Good Morning America.”

Available April 17, the 200-piece collection will offer merchandise priced between $7.99 and $499.99. Items will include clothing, home goods and some firsts for Marimekko including hammocks and parachutes. The line will be available both in stores and online.

There’s already a hashtag — #marimekkofortarget — assigned to the collection.

Past so-called capsule collections at Target have sparked shopping frenzies, with customers rushing to snap up luxury-label items at bargain prices. Excitement over last year’s Lilly Pulitzer collection caused Target’s website to crash. And items could be found for sale on sites like eBay EBAY, -0.78% for many times the original price.

Among a certain demographic, Marimekko has long been revered for its distinctive prints and bright colors. The brand, which launched in 1951, gained popularity when Jackie Kennedy wore one of its dresses on the cover of Sports Illustrated magazine, according to “Good Morning America.”

Many items currently on the Marimekko website cost $275 or more.

Marimekko

One familiar Marimekko fabric motif.

The fashion label had a long-running partnership with Crate & Barrel that ended in July 2014 as the home-furnishings retailer mapped its postrecession growth strategy, according to a Fast Company report. That report also made note of attempts to get Marimekko merchandise into such stores as NordstromJWN, +0.77% and Bloomingdale’s, a division of Macy’s Inc. M, -1.30% .

A sneak peak at the collection is available on the Marimekko website, and interested shoppers can sign up for email updates about the collection on the Target site. Images of the full collection will be available later this month, Target said in a news release.

Target’s stock TGT, -0.36% is down 0.4% in Wednesday trading, but it’s up 11% so far this year. The S&P 500 is down 3.5% in 2016.

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