Simply Shabby Chic Returns to Target Oct. 11: Prices and What’s in It

• Simply Shabby Chic, Rachel Ashwell‘s vintage-style home line, returns to Target on Sunday, Oct. 11, in most stores and on Target.com.
• Prices start at $20, and most pieces are under $50, Target said. The fall drop is bedding: comforters, quilts, duvets, sheets, shams, pillows and throws.
• A holiday collection of bedding, decor and gifts follows in late October, under a new multi-year deal that keeps the line exclusive to Target.

Simply Shabby Chic is coming back to Target. The retailer announced Tuesday (Oct. 6) that Rachel Ashwell‘s home line, which first landed at Target in 2004, returns Sunday, Oct. 11, in most stores and on Target.com, under a new exclusive multi-year partnership.

The first drop is all bedroom: ruffled sheets, floral quilts and duvets, shams, decorative pillows and throws, starting at $20. Here’s when it lands, what it costs, who Ashwell is and how the layered look the brand is known for comes together.

When is Simply Shabby Chic back at Target?

The fall bedding collection goes on sale Sunday, Oct. 11, on Target.com and in “most stores,” in Target’s words, so not every location will carry it. Each product page on Target.com shows whether a nearby store has it in stock.

A second wave, the holiday collection, arrives in late October with more bedding plus seasonal decor and giftable pieces. Target didn’t give an exact date for it. Both drops are part of a multi-year deal that makes Target the line’s only retailer.

Mara Sirhal, Target’s senior vice president of home merchandising, said the brand “brings a sense of nostalgia to guests who have loved it for years, while giving a new generation the chance to discover it for the first time.”

How much is the Simply Shabby Chic collection?

Prices start at $20, and most of the collection is under $50, according to Target. The announcement gives the range, not the price of each piece; those show up on the product pages when the line goes live.

The fall assortment covers the whole bed: comforters, quilts, duvets, sheets, shams, decorative pillows and throws. Target lists floral prints, ruffles, eyelets, quilting and soft, faded colors, all designed to be mixed and layered so the bed looks pieced together from vintage finds.

Two details on Target’s list explain how the pieces feel. The fabrics are specially washed, which relaxes the fibers and strips the stiff finish new fabric usually has. That’s where the soft, rumpled look comes from, straight out of the package.

The other is the fill. Target says the comforters and pillows use a high-quality, fine fill, the part that decides how soft and how puffy a comforter feels. The prints themselves are archival Shabby Chic designs, refreshed for the relaunch.

Who is Rachel Ashwell, the designer behind Shabby Chic?

Rachel Ashwell founded Shabby Chic in 1989 with a small store in Santa Monica, California. Her company traces the brand to locally made floral textiles, slipcovers, upholstery and bedding.

The style mixes faded florals, white linens, ruffles and flea market furniture left a little worn. That worn surface, the patina, is part of the design, and Target says the new pieces put the same emphasis on color and patina.

Her company lists Madonna, Kevin Costner and Pamela Anderson among its early clients. Ashwell’s coffee table books and her TV series, Shabby Chic, took the look to a wider audience, and the company also credits Oprah Winfrey with endorsing its T-shirt sheets.

Target came in 2004 with Simply Shabby Chic, the line that brought the look to a mass-market price. Target credits it with helping start its run of affordable designer collaborations for the home.

Ashwell went on to open The Prairie, a bed-and-breakfast in Texas, in 2011. Her company says she is now reimagining a historic country manor in England.

I am so proud and excited to share that Simply Shabby Chic is once again returning to its exclusive home at Target.

Rachel Ashwell, in Target’s announcement

She also said the new deal keeps her involved “in every detail from the design, product and development to the storytelling of the photography and marketing.”

How do you get the Shabby Chic look with the Target pieces?

Start with the base. Pale ruffled sheets and shams carry the style, and the ruffle is what still shows at the edge of the bed once everything else is on. Over them goes a floral quilt or duvet.

Then layer, the way Target’s photos do: a second quilt or a throw folded at the foot, two or three decorative pillows in front of the shams, and florals in different sizes. Each bed sticks to a few soft shades, mostly pink, blue and white, which keeps the mix calm.

Washed fabrics wrinkle, and the look doesn’t ask for ironing. To keep the colors soft, follow the care label; our daily, weekly and monthly cleaning schedule puts sheets on the weekly wash.

More for the house: which Dreame robot vacuum fits which kind of floor and eight Halloween costumes you can pull from a thrift store. More in Shopping and Trending.

— Bruno Monteiro

Sources: Target Corporation, announcement of the return of Simply Shabby Chic, Oct. 6, 2026, with remarks by Mara Sirhal, senior vice president, merchandising, home, Target, and by Rachel Ashwell; Rachel Ashwell Shabby Chic, company history at shabbychic.com. Photos courtesy of Target. Video: Rachel Ashwell’s YouTube channel.