Leeds-based Joe Browns launches largest ever homeware collection

Leeds-based, Joe Browns, the fashion and homewares retailer, announced today (11 April 2022) its largest ever homewares collection following a small trial capsule collection across 2021 and late 2020 that focussed primarily on bedding.

Homeware sales have soared during the pandemic due to a renewed interiors focus as hybrid working from home has become commonplace.

This season trends of bold confident colours and ‘maximalism’ means Joe Browns’ homeware offer is perfectly position and priced to take advantage.

The in-house design studio at Joe Browns has taken the essence of its hugely successful and unique fashion collections and brought this to its comprehensive homeware offer, that leans easily into this aesthetic.

The ‘Living Life’ homeware collections covers everything for the home 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 and spans is 158 lines.

The retailers expertly curated 30 sku garden range starts at £15 for a set of outdoor lights and goes to £299 for a garden parasol.

Jane Reik, buying director Joe Browns states “We wanted the chance for customers old and new to celebrate being a true individual and that is exactly what our homeware collection delivers and 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”

The ranges are curated through three ‘stories’ that include:

Eclectic Chinoiserie

The collection is the perfect 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, with our Colourful Cottage collection…

Balearic Vibes

A bright and beautiful range, inspired by Ibizan nights and some amazing restaurants we have visited on the island.  The collection is all about colour and features no grey rattan!  Favourite pieces include an amazing 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! 

At the same time Joe Browns also introduced Sloe Joe’s ‘mindful’ homeware accessories. 

The 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 AW21 sales (+68% YOY), following an earlier update in November last year (2021) of a new strategy to deliver annual sales of £100m by 2026, representing a 138% increase on current turnover. 

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