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Even with the incredible success of Target x Lilly Pulitzer's homewares and beach accessories, don't expect Lilly Pulitzer to churn out their signature prints on anything and everything. Bloomberg checked in on the brand's plans post-Target collab, and Lilly Pulitzer execs maintain that they will keep the focus on selling clothes and accessories.
So while Lilly addicts can buy lifestyle items like thermal mugs and wireless speakers on the company's site, Bloomberg asserts that Lilly Pulitzer doesn't intend on permanently branching out to beach gear and home furnishings. The good news is that Lilly Pulitzer is interested in more one-time collaborations in the future where things can get more creative, as seen in the Lilly Pulitzer for Target hammocks.
The insane Target launch also coincided with a big year of expansion for Lilly Pulitzer. The brand will add six stores this year instead of the usual four stores, and it's also expanding far away from beach resorts — Lilly Pulitzer will soon open a store in Chicago.
Lilly Pulitzer execs are taking criticism of the brand in stride too. "We absolutely believe that Lilly Pulitzer is fashion, and that she created a way of dressing that didn’t exist before," Jane Schoenborn, the brand's vice president of marketing and creative communications, told Bloomberg. "We’ll stand by that forever."