Joe Browns, the fashion and homewares retailer, announced today (April 11, 2022) its largest-ever homewares collection, following the release of a small test collection in capsule form throughout 2021 and late 2020, primarily focused on bedding.
Homeware sales have surged during the pandemic on a renewed focus on indoors as hybrid working from home has become commonplace.
This season’s trends of bold, confident color and ‘maximalism’ mean the Joe Browns homeware range is perfectly positioned and priced to take advantage.
Joe Browns’ in-house design studio has infused the essence of its highly successful and unique fashion collections into its comprehensive homeware range, which borrows slightly from this aesthetic.
Living Life homeware collections include 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 size bed set. With accessory prices ranging from £8 for ticket trays to £200 for a large mirror and spans of 158 lines.
Expertly curated by retailers, the 30-item garden range starts at £15 for a range of outdoor lights and goes up to £299 for a garden umbrella.
Jane Reik, Purchasing Manager at Joe Browns, explains: “We wanted to offer customers, old and new, the opportunity to celebrate themselves as true individuals and our homeware collection delivers on that to the highest degree.
“We believe that no home should look the same; That’s why we’ve put together our collection of quirky home accessories, so you can decorate your interior space to reflect your personality!
“It also offers the opportunity to use vintage-inspired designs for the living room, bedroom and kitchen to really make your home shine.”
“And it just 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” including:
Eclectic chinoiserie
The collection is the perfect blend of bold florals, alluring textures and romantic Eastern charm.
Colorful cottage
With our Colorful Cottage collection, traditional floral patterns are taken up a notch and mixed with bold monochrome accents…
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 color and there is no such thing as gray rattan! Favorite items include a fantastic garden parasol and a peacock garden chair. The retailer’s signature printed signature continues on garden cushions/throws and rugs, bringing outdoor fun to the Joe Browns!
At the same time, Joe Browns also introduced Sloe Joe’s “mindful” homeware accessories.
The range builds on the successful loungewear collections. “Serene” is the common theme from bedding in relaxing hues to soothing candles, diffusers, body lotions and hand soap.
The retailer recently announced healthy Christmas and AW21 sales (+68%yoy) after updating a new strategy in November last year (2021) to aim for £100m annual sales by 2026, which is a 138% increase in current sales.