Joe Browns transitions to full lifestyle brand with major homewares launch

By

Sandra Halliday

Published
Apr 11, 2022

Joe Browns is aiming to reach its customers in more aspects of their lifestyles and has added its biggest-ever homewares collection. This follows a small trial capsule collection launched in 2020 and 2021 that was mainly focused on bedding.

It’s an important step for any brand as it boosts its presence in consumers’ lives and sees customers interacting with the label more often on a daily basis.

The brand — which is still best known for its clothing — responded as homeware sales soared during the pandemic as consumers had time on their hands but also wanted to spruce up their homes due to them spending more hours there. The work-from-home habit is now firmly established, despite a return to offices.

The in-house design studio at the business has applied the sensibilities of its fashion offer — including powerful use of colours and print — to its interiors products. 

The ‘Living Life’ homewares collection covers a wider variety of products, including, accessories, bedding, candles, curtains, cushions, throws, bean bags, furniture, garden, lighting, rugs, wallpaper and kitchen and dining.

Prices start from £7 for a pillowcase to £80 for a super king bed set, with accessories prices ranging from £8 for ticket trays to £200 for a large mirror.

There’s also a curated 30-SKU garden range starting at £15 for a set of outdoor lights and rising to £299 for a garden parasol.