GOLDEN VALLEY, Minn. - Target announced Wednesday it was ending its 13-year partnership with designer Michael Graves. Graves became known for his unique home designs like teakettles and toasters.
"Michael Graves was Target's first and longest-standing design partner to date. Together we created an iconic product collection that expertly blended design with function," said Stacia Andersen, Senior Vice President of home merchandising for Target, in a press release.
Now, after 2,000 products and 13-years, the two have decided to part ways. The final installment of the Michael Graves Design Collection will arrive in stores in March.
"We are proud of making great design accessible and affordable through our 13-year collaboration, and we have mutually agreed to end out long-standing partnership on amicable terms," said a statement released by Target.
It may not seem like a big deal, businesses end relationships all the time, but this relationship catapulted both Target and design into the spotlight.
"Not only was it an important moment for Target, but it was an important moment for design in America," said Steve Sikora with Design Guys.
The Minneapolis-based branding firm was hired to design the packaging for the Graves line back when it first launched.
"One day we were called into a meeting and we were given a very slim creative brief that said, 'What would Michael Graves look like in Target?'" said Sikora.
Sikora says the Target-Graves partnership was the first time that design was made available for the masses. It was no longer just for the elite and affordable for everyone. It also set Target apart from other discount retailers.
Both Target and Michael Graves say they each plan to continue the trend of home design, but going forward, they'll do it separately.
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