The homeware and fashion retailer Joe Browns has announced its largest ever homeware collection, following a small trial capsule collection across 2021 and late 2020 that focused primarily on bedding.
Homeware sales have soared during the pandemic due to a renewed interiors focus as hybrid working from home has become commonplace. And this season’s trend of bold confident colours and ‘maximalism’ means Joe Browns’ homeware offer is perfectly position to take advantage.
The in-house design studio at Joe Browns has taken the essence of its hugely successful fashion collections and brought this to its comprehensive homeware offer, that leans easily into this aesthetic.
The ‘Living Life’ homeware collection spans 158 lines and covers everything for the home including accessories, candles, cushions, throws, bean bags, furniture, garden, lighting, rugs, wallpaper, and kitchen and dining.
“We wanted the chance for customers old and new to celebrate being a true individual and that is exactly what our homeware collection delivers in spades.”
Joe Browns buying director Jane Reik
Joe Browns buying director Jane Reik said: “We wanted the chance for customers old and new to celebrate being a true individual and that is exactly what our homeware collection delivers in spades.
“We believe no home should look the same. That’s why we’ve created our collection of quirky home accessories, so you can decorate your indoor space to reflect your personality! It also offers the chance to embrace vintage-inspired designs for the lounge, bedroom and kitchen to really make your home shine. And it simply wouldn’t be Joe Browns without our signature touch of style with vibrant floral prints and eye-catching animal motifs – all delivered at remarkable prices.â€
The ranges are curated through three ‘stories’:
Eclectic Chinoiserie: This collection is a mix of bold florals, tempting textures and romantic Eastern charm.
Colourful Cottage: Traditional florals are turned up a notch and mixed with striking monochrome accents.
Balearic Vibes: A bright and beautiful range, inspired by Ibizan nights. This collection is all about colour and features no grey rattan! Favourite pieces include a garden parasol and peacock garden chair. The retailer’s signature print handwriting continues on garden cushions, throws and rugs, bringing the Joe Browns fun outdoors.
Joe Browns has also introduced Sloe Joe’s ‘mindful’ homeware accessories. This range builds on its successful loungewear collections. ‘Serene’ is the common theme, from bedding in relaxing hues, through to calming candles, diffusers, body lotion and handwash. The retailer recently announced healthy Christmas and A/W21 sales (+68% YoY), following an update in November 2021 of a strategy to deliver annual sales of £100 million by 2026, representing a 138% increase on current turnover.
