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Joe Browns launches largest ever ‘Living Life’ homeware collection

Tom Bottomley
11 April 2022

Fashion retailer Joe Browns has today launched its largest homeware collection to date.

It comes in response to soaring homeware sales during the pandemic, and customers’ growing focus on interiors as they continue hybrid home/office working.

The move follows homeware trial collections in late 2020 and in 2021 that focussed on bedding, but the new ‘Living Life’ homeware collection covers everything for the home including furniture, curtains, cushions, bean bags, throws, candles, accessories, garden products, lighting, rugs, wallpaper and a kitchen and dining range.

The in-house design studio at Joe Browns has taken design influence from the company’s successful fashion collections for the new comprehensive homeware offer, with bold colours a key trend for the SS22 season.

Jane Reik, Buying Director at Joe Browns, 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.

“We believe no home should look the same, and 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 new homeware range features 158 different lines. Pillowcases start at £7, a super king size bed set is priced at £80 and a large mirror retails for £200.

Joe Browns recently announced healthy Christmas and AW21 sales, which were up 68% year-on-year. That followed an earlier update in November 2021 of a new strategy to deliver annual sales of £100m by 2026, representing a 138% increase on current turnover.

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