Magnolia

Magnolia is a home and lifestyle brand founded by Chip and Joanna Gaines in 2003. Born from a small home decor shop in Waco, Texas, Magnolia has grown into a multi-platform empire that encompasses television, publishing, retail, e-commerce, and hospitality.

The brand rose to national prominence with the launch of HGTV’s Fixer Upper in 2013, which popularized the modern farmhouse aesthetic and turned Chip and Joanna into household names. After the show’s success, Magnolia expanded rapidly: Magnolia Journal debuted in 2016 as a quarterly publication focused on home, food, and community; the Hearth & Hand collection launched at Target in 2017, bringing affordable Magnolia style to a mass audience; Magnolia Press coffee shop opened in 2019 in Waco’s Silos district; and Magnolia Network launched in 2022, giving the Gaineses a dedicated platform for home and lifestyle programming.

Today, Magnolia operates a robust ecosystem including Magnolia Market at the Silos, Magnolia Table restaurant, Magnolia Realty, an e-commerce store offering home goods and wallpaper, and a publishing arm. The brand is rooted in thoughtful design, warm hospitality, and the belief that home should be a place of meaningful connection. Headquartered in Waco, Texas, Magnolia continues to inspire millions through its digital content, retail experiences, and curated product lines.