Magnolia
Magnolia is a home and lifestyle brand founded by Chip and Joanna Gaines. From a small home decor shop in Waco, Texas, it has grown into a retail and media business encompassing television, publishing, e-commerce, and hospitality.
The Story
A home and lifestyle brand founded by Chip and Joanna Gaines, starting from a small decor shop in Waco, Texas. The company grew into a multi-channel business spanning television, publishing, e-commerce, and hospitality.
The brand rose to national prominence through HGTV's Fixer Upper, which popularized the modern farmhouse aesthetic. Expansion followed with a quarterly magazine, a Target collection, a Silos coffee shop, and a dedicated television network for home and lifestyle programming.
Today the ecosystem includes a market and restaurant at the Silos, a realty division, an e-commerce store, and a publishing arm. The work is rooted in thoughtful design, warm hospitality, and the belief that home should be a place of meaningful connection.
Key Facts & Metrics
Products & Services
Vintage Bloom Sketch Tapestry
A large vertical botanical wall hanging with sepia-toned floral illustrations on textured fabric, suspended by a wooden dowel.
Heirloom Peach Study
Framed botanical wall art featuring a watercolor peach branch illustration on textured paper with a natural wood frame.
Tillie Chandelier
A mid-century modern Sputnik chandelier with brass arms and white glass globes, bringing warm ambient lighting to any space.
Daphne Floor Mirror
A tall leaning floor mirror with a light wooden frame featuring decorative scalloped edges and classic corner joinery.
Elliott Wood and Brass Picture Ledge
A rustic floating shelf with a polished brass rail, perfect for displaying photos, art, and collectibles in any room.
Company Timeline
2003 — Magnolia Founded
Chip and Joanna Gaines opened Magnolia Market, a small home decor shop in Waco, Texas.
2013 — Fixer Upper Premieres on HGTV
The show that made Magnolia a household name debuted, popularizing the modern farmhouse aesthetic.
2016 — Magnolia Journal Launched
A quarterly publication focused on home, food, and community was introduced.
2017 — Hearth & Hand at Target
The affordable home goods collection launched at Target, bringing Magnolia style to a mass audience.
2019 — Magnolia Press Opens
A coffee shop opened in Waco’s Silos district, expanding the Magnolia hospitality footprint.
2022 — Magnolia Network Launches
A dedicated cable and streaming network for home and lifestyle programming debuted.
Episodes Featuring Magnolia
Founders Featured
Chip Carter Gaines
Chip Carter Gaines is the co-founder of Magnolia, the lifestyle brand behind HGTV's Fixer Upper. Alongside his wife Joanna, he turned a small Waco renovation business into a media empire spanning retail, e-commerce, and a streaming network. He's also a New York Times bestselling author.
1 episode
Joanna Gaines
Joanna Gaines is an American interior designer, television personality, and author. She co-hosted HGTV's Fixer Upper and co-founded the lifestyle brand Magnolia with her husband Chip, where she serves as Editor-in-Chief of Magnolia Journal.
1 episode