There's a reason everyone loves the cozy, modern farmhouse vibe of Hearth & Hand. Chip and Joanna Gaines's line for Target perfectly blends rustic charm with modern simplicity, making it easy to create a warm and inviting home for an affordable price.
If you're looking to expand your decor horizons but want to stick with that warm, lived-in feel, you're in luck. We've rounded up 17 other brands that capture a similar spirit, from budget-friendly finds to artisan-made treasures.
1. Magnolia
It makes sense to start with the source! Magnolia is a lifestyle brand by Chip and Joanna Gaines, and it feels like a more elevated and comprehensive version of Hearth & Hand. Expect to find everything from beautifully crafted furniture and vintage-inspired lighting to gorgeous textiles and unique decor, all embodying that quintessential modern farmhouse look.
While the aesthetic is very similar - focused on rustic authenticity and simple elegance - Magnolia often features more bespoke and handcrafted options. If you love Hearth & Hand and want to invest in a few higher-end pieces for your home, this is the perfect place to start.
Shop now at magnolia.com
2. Pottery Barn
Think of Pottery Barn as Hearth & Hand's sophisticated older sibling. It offers high-quality, classic furniture and decor that blends rustic farmhouse, traditional, and coastal styles. You'll find timeless investment pieces like solid wood dining tables and plush, neutral-hued sofas perfect for family gatherings.
The price point is a step up, ranging from mid-range to high-end, but so is the quality and polish. If you're looking for a slightly more refined take on the farmhouse aesthetic with pieces that are built to last for generations, Pottery Barn delivers that timeless American style.
Shop now at www.potterybarn.com
3. Lowe’s Home Decor (Mainstays & Allen + Roth)
Don't overlook the decor aisles at Lowe’s. Their store-exclusive brands like Mainstays and Allen + Roth offer a fantastic selection of budget-friendly, farmhouse-style home goods, including light fixtures, furniture, decorative accents, and textiles.
Like Hearth & Hand, these brands focus on accessibility and affordability, with most items under $200. While the selection might be broader, it’s a great destination for finding those essential finishing touches without stretching your budget.
Shop now at www.lowes.com
4. Antique Farm House
For those who love the vintage-inspired side of Hearth & Hand, Antique Farm House is an absolute treasure trove. This online retailer specializes in farmhouse, cottage, and vintage-style pieces, offering everything from reclaimed wood signs and galvanized metal bins to quaint wall clocks and linen pillows.
Prices are generally very affordable, putting it in a similar range to what you'd find at Target. What makes them so unique are their daily sales events, which give the shopping experience an exciting "treasure hunt" feel. It’s the perfect spot for finding character-rich accent pieces.
Shop now at antiquefarmhouse.com
5. World Market
World Market is all about blending that cozy farmhouse feel with eclectic touches from around the globe. You can find distressed wood furniture and vintage-style lighting right alongside handcrafted textiles from India or artisanal pottery from Portugal. It’s a great destination for adding a bit of soul to your farmhouse look.
With prices mostly falling between $10 and $300, it's a fantastic and affordable alternative. While Hearth & Hand nails the classic American farmhouse style, World Market helps you give it a unique, worldly twist.
Shop now at www.worldmarket.com
6. Wayfair
If variety is what you want, Wayfair is where you'll find it. This massive online retailer has a seemingly endless selection of farmhouse furniture and decor to fit literally any budget, with prices ranging from under $20 to over $2,000. You can shop dedicated collections for modern, rustic, or coastal farmhouse styles.
The key differentiator here is the sheer volume of choice. While it can mean more searching to find a high-quality gem, it’s an unbeatable resource for finding exactly what you need at a price you’re willing to pay.
Shop now at www.wayfair.com
7. Serena & Lily
Serena & Lily interprets the farmhouse aesthetic through a breezy, coastal lens. Their style is characterized by light wood tones, airy palettes, natural textures like rattan and linen, and an overall relaxed sophistication. Think cozy farmhouse meets California cool.
This is a more high-end brand, so expect prices to fall mostly between $50 and $3,000. While they share a love for simple comfort with Hearth & Hand, Serena & Lily's key differentiator is its fresh, coastal vibe that feels both casual and incredibly chic.
Shop now at www.serenaandlily.com
8. Old Hickory Furniture
For die-hard fans of authentic, rustic craftsmanship, Old Hickory is the real deal. This company has been making handcrafted, solid wood furniture in the farmhouse and country styles since 1899. Their pieces are heavy-duty, built to be heirloom quality, and will last for generations.
This durability and heritage come at a higher price, with most furniture costing between $400 and $3,000. While both brands value timelessness, Old Hickory focuses on traditional, rustic furniture that feels like it came straight from a historic farmhouse.
Shop now at oldhickoryfurniture.com
9. The Citizenry
The Citizenry offers a global, artisan-made take on rustic style. The brand partners with artisans from around the world to create stunning, handcrafted furniture and textile collections that feel both modern and timeless. Each piece tells a story of its origin, from alpaca throws from Peru to accent chairs from Bali.
Their commitment to ethical production and high-quality materials places them in the mid-to-high price range. Compared to Hearth & Hand's American farmhouse style, The Citizenry brings a soulful, bohemian, and global perspective to warm, rustic decor.
Shop now at www.the-citizenry.com
10. Ashley Furniture
As one of the largest furniture manufacturers, Ashley Furniture makes the modern farmhouse look accessible to everyone. They offer a vast and affordable range of furniture and decor with a focus on rustic collections that feature distressed wood finishes, cozy upholstered seating, and classic farmhouse silhouettes.
With a broad price range from around $100 to $2,500, they compete on affordability and variety. If you need to furnish a whole room in a welcoming farmhouse style without breaking the bank, Ashley is a dependable starting point.
Shop now at www.ashleyfurniture.com
11. Kirkland's Home
Kirkland's Home has long been a go-to spot for affordable and charming decor that fully embraces the farmhouse aesthetic. Their stores and website are filled with rustic wall art, cozy pillows and throws, charming lanterns, and furniture that help you create a warm and welcoming space.
The price point and accessibility are highly comparable to what Hearth & Hand offers at Target. Kirkland's really shines with its seasonal collections, offering an ever-changing inventory of festive decor that perfectly captures that cozy, lived-in feel for every holiday.
Shop now at www.kirklands.com
12. Crate & Barrel
Crate & Barrel is known for its clean, contemporary style, but they also have a fantastic collection of pieces perfect for a modern farmhouse look. Their take on the aesthetic involves sleek lines, high-quality materials like solid wood and leather, and functional designs that feel both stylish and down to earth.
They operate in the mid-to-high-end price category, appealing to those who want a more polished and architectural take on farmhouse style. It’s where rustic comfort meets sophisticated, modern living.
Shop now at www.crateandbarrel.com
13. Country Door
Country Door is all about that classic, cozy feeling. The company specializes in affordable home decor inspired by American country and traditional farmhouse interiors. This is the spot to find floral quilt sets, rustic kitchen canisters, and welcoming signs for your front porch.
In terms of pricing, it's very budget-friendly, often more so than Hearth & Hand. While Hearth & Hand blends in modern elements, Country Door leans more heavily into classic country motifs, making it perfect for anyone who loves an extra-cozy, slightly nostalgic aesthetic.
Shop now at www.countrydoor.com
14. Birch Lane
Part of the Wayfair family of brands, Birch Lane focuses specifically on classic, timeless design. Their catalog is a curated blend of traditional, rustic, and farmhouse styles, offering everything from classic slipcovered sofas to sturdy wooden bed frames and vintage-inspired rugs.
Designed for the mid-range shopper, Birch Lane provides a more curated experience than the main Wayfair site. They share an emphasis on warm and inviting aesthetics with Hearth & Hand but often lean slightly more toward traditional elegance than modern minimalism.
Shop now at www.birchlane.com
15. Farmhouse Pottery
Based in Vermont, Farmhouse Pottery celebrates old-world craftsmanship with a modern-meets-rustic sensibility. They're best known for their beautiful, hand-thrown pottery, from coffee mugs to serving bowls, but also offer gorgeous pantry goods, wooden serveware, and home accents.
As an artisan-driven brand, their pieces are priced in a higher-tier range, from $20 for small items to over $200 for larger crocks. While Hearth & Hand provides the farmhouse look, Farmhouse Pottery offers true artisan pieces that bring a tactile, handcrafted authenticity to your kitchen and tabletop.
Shop now at farmhousepottery.com
16. Anthropologie
While often associated with boho-chic style, Anthropologie’s home section is filled with eclectic and artistic pieces that layer beautifully into a modern farmhouse aesthetic. Think textural throw pillows, quirky vintage-inspired hardware, unique dinnerware, and artistic serving platters.
Prices here are mid-range to high-end, reflecting a focus on unique and artisanal details. If you want to inject some personality, color, and a touch of whimsy into your cozy farmhouse look, Anthropologie offers pieces you simply won't find anywhere else.
Shop now at www.anthropologie.com
17. Rustic Natural Cedar
If the woodsy, cabin-like side of farmhouse decor is your favorite part, then Rustic Natural Cedar is for you. This brand specializes in handcrafted furniture for both indoors and outdoors made from solid northern white cedar. The resulting look is incredibly durable, natural, and authentically rustic.
Their furniture occupies a mid-to-high price point because of the material and craftsmanship. Their key differentiator is this laser focus on natural cedar, making them a fantastic source for unique accent pieces that bring the hardy authenticity of the outdoors in.
Shop now at rusticnaturalcedar.com
At Interior Insider, we're dedicated to curating the best in home decor, interior design, and home essentials to help you discover brands we think you'll love. Every brand we feature is independently selected by our editorial team based on quality, design, and craftsmanship. When you make a purchase through our links, Interior Insider may earn a commission - which helps support our small team and allows us to continue bringing you inspiration and expert advice for creating your perfect space.
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