by Stephen Garner

Target has introduced a new premium luggage and accessories owned brand called Open Story.

Open Story features nearly 40 luggage and accessory items including checked luggage, carry-on luggage, backpacks, packing cubes, cosmetics cases, garment bags, duffel bags, totes and more.

Open Story was engineered by Target’s best-in-class in-house design and sourcing teams to be stylish with sleek colors, functional with luxe fixtures, and available at a price only Target can offer. Signature details include built-in USB ports, reliable and silent 360 Hinomoto Silent Run Spinner Wheels, and expandability – providing 20 percent more storage space, among others.

“Our guests find a lot of joy in traveling, and we’re thrilled that our new luggage owned brand offers them a high-quality assortment at Target-only prices, helping us fill a white space within the category,” said Julie Guggemos, senior vice president and chief design officer at Target. “Open Story truly represents the magic of Tar-zhay and the power of our owned brands, and we hope all of our guests will love using these items during the busy spring travel season and for years to come.”

The Open Story range, which retails between $19.99 to $179.99, will be in stores on February 9th and online on February 13th.