Honestly, if you thought the shiplap fever was going to break once the 2010s ended, you weren't alone. Critics practically bet the farmhouse on it. They said the "Waco look" was a trend with an expiration date, right up there with word-art signs that tell you to "Eat" in the kitchen.
But here we are in 2026. Chip and Joanna Gaines aren't just surviving; they’ve basically built a sovereign nation in Central Texas.
The Magnolia brand has evolved from a small boutique into a multi-platform beast that includes a TV network, a massive retail district, and now, a major stake in collegiate athletics. Just this month, they dropped the news about a record-breaking donation to Baylor University. It’s the largest gift in the history of Baylor Baseball.
The stadium? It's now Magnolia Field at Baylor Ballpark. It's a flex.
The Colorado Shift: Breaking the Waco Bubble
For years, the biggest knock against the Gaineses was their proximity. Everything happened within a 30-mile radius of Waco. It was safe. It was predictable. Then came the announcement that shook the HGTV-adjacent world: Fixer Upper: Colorado Mountain House.
They finally left Texas. Sorta.
The three-part limited series, which wrapped up its finale in late 2025, saw the couple tackling a 1960s cabin compound in the Rockies. This wasn't just a business move; it was personal. Joanna mentioned in a press release that the family had been quiet-visiting Colorado for a decade, hiding out between ski trips and spring breaks.
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The project featured some genuine friction, too. Not the scripted "Chip forgot the windows" kind, but actual design disagreements. Their 19-year-old daughter, Ella Gaines, took the lead on a guest cottage. She opted for moody greens and maroons. Chip—ever the Baylor loyalist—famously joked that Aggie colors (Texas A&M) had no place in a Gaines project.
It was a rare, unpolished look at the next generation of Magnolia. It proved the brand could travel.
Why the Magnolia Network Didn't Flop
When Magnolia Network took over the DIY Network slot, skeptics predicted a niche-interest death. Most people don't want to watch sourdough rise for 30 minutes. Or do they?
The 2026 programming slate is actually quite weird, and that's why it works. They’ve leaned into "slow TV" and high-concept builds that go beyond standard kitchen renos.
- Roller Jam: A skating competition series where Joanna (who has become an avid roller skater at 47) serves as executive producer.
- Building Outside the Lines: This show features Jared "Cappie" Capp turning concrete drums into hot tubs and sailboats into landlocked sanctuaries.
- Home Reimagined: Hosted by Vern Yip, focusing on industrial-to-residential conversions like old breweries and abandoned churches.
They aren't just selling a look anymore. They’re selling "intentionality." It sounds like marketing speak, but the ratings for shows like Maine Cabin Masters and Beachfront Bargain Hunt Renovation (which returns February 2024) suggest people are still buying what they're selling.
The Reality of Hotel 1928 and the Silo District
If you visit Waco today, it’s a different planet than it was in 2014. The Silos are essentially a lifestyle theme park. You have the Shops at the Silos, the Seed & Supply, and the Silos Baking Co. where people still wait an hour for a cupcake.
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The crown jewel of their physical empire is Hotel 1928.
Located in the old Grand Karem Shrine building, this 33-room boutique hotel was a massive gamble. It opened in late 2023 after pandemic delays nearly derailed the whole thing. It’s not cheap. Rooms often start around $375 a night.
Is it worth it? Most travel reviews from early 2026 suggest that if you're a fan, yes. It’s an immersive experience. Every tile, every light fixture, and every "stay a while" candle is curated to feel like you've stepped into Joanna's brain.
The Business of Being Chip and Jo
People always ask: how do they do it all without burning out?
The answer is delegation and diversification. They don't own 100% of everything. They partner with giants like Warner Bros. Discovery for the network and AJ Capital Partners for the hotel. This allows them to stay the "faces" of the brand while professional operators handle the logistics of running a hospitality empire.
What Most People Get Wrong About the "Gaines Effect"
The biggest misconception is that they are just "house flippers." That's 2015 thinking.
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By 2026, Magnolia is a media and data company. They know exactly what their "Magnolia Perks" members are buying, what they're watching on Max, and what they're ordering at Magnolia Table. They've built a closed-loop ecosystem. You watch the show, you buy the paint, you stay at the hotel, you eat the pancake mix.
It's "lifestyle as a service."
Actionable Insights for the Magnolia Fan
If you're planning a trip or just trying to capture the look in 2026, here is the current "Magnolia" reality:
- Skip the Spring Rush: Spring at the Silos in March is beautiful but incredibly crowded. If you want to actually see the merchandise without being elbowed, try late January or early February.
- The "New" Look: Joanna has moved away from stark white shiplap. The current Magnolia aesthetic is much moodier—think "English Library meets Texas Ranch." Expect deeper greens, unlacquered brass, and lots of historical textures.
- Watch the Spinoffs: If you’re bored of the main show, check out First Time Fixer. It's where they mentor outsiders, and the mistakes are much more realistic (and stressful) than what you see on the flagship series.
- Check the Schedule: If you're heading to Waco, check the Baylor Baseball schedule for the 2026 season. Seeing a game at the newly minted Magnolia Field is the "local" way to experience the brand now.
The Gaineses have survived the "trend" phase and moved into the "institution" phase. Whether you love the aesthetic or find it a bit much, you can't deny the business brilliance. They didn't just fix houses; they fixed how we consume home media.
To stay updated on their latest projects, you can follow the Magnolia Network schedule on Max or visit their flagship site for the 2026 spring collection drops.