Joe Browns introduces biggest ever homeware collection
Joe Browns has unveiled its biggest ever homeware collection after launching the category in late 2020.
The new range spans 225 pieces, which marks a 67% increase on the previous autumn/winter collection.
Initially launching mainly with bedding, the category now also spans furniture, kitchen, accessories, Christmas and gifting.
Homeware now forms 26% of autumn/winter lines for the retailer, with prices ranging from £7 for a set of pillowcases to £800 for a carved chest of drawers.
Jane Reik, buying director at Joe Browns, said: “Not only is this our largest homeware range to date, spanning more categories than ever before, but we truly believe it’s the best collection yet.
“Our growth shows that customers love our distinctive style and we wanted to bring them more, so that’s exactly what we have done.”
The category push forms part of Joe Browns growth ambitions of £100 million sales by 2026 which will be achieved through direct growth and the addition of new marketplaces and more third-party retailers.
The retailer has also announced that N Brown Group will be listing the homewares offering on its JD Williams, Home Essentials and Oxendales websites. Joe Browns already licenses a collection of its most popular fashion pieces through N Brown’s Simply Be, Jacamo and JD Williams brands.
Roderick Williams-Young, head of buying home. N Brown Group, said: “We know how well the Joe Browns fashion offer resonates, so we are delighted to have relaunched the Joe Browns Homeware collection from AW22, enabling our customer to shop her favourite fashion and homeware pieces in one place.”
