Target Revives Simply Shabby Chic Line in Merchandising Overhaul Under CEO Fiddelke

Target said Tuesday it is reintroducing Simply Shabby Chic, an affordable offshoot of designer Rachel Ashwell's Shabby Chic brand, as part of a merchandising overhaul under CEO Michael Fiddelke. An initial collection of bedding, throws and decor will be available Sunday in stores and online, followed by a holiday assortment later this month. Items start at $20, with most under $50, Target said. The line, featuring floral prints and textures such as ruffles and eyelets, first launched at Target in 2004; it was later carried by Walmart. The revival follows Target's return of designer Isaac Mizrahi as creative director at large and a leadership shake-up that named Cara Sylvester chief merchandising officer in February.