Joe Browns extends homeware offer for AW22

Joe Browns extends homeware offer for AW22

Joe Browns, the fashion and home retailer, has announced the introduction of its biggest-ever homeware collection.

The new collection spans 225 pieces, up 67 per cent on the previous autumn/winter, and now forms 26 per cent of Joe Browns total AW/22 lines, with prices ranging from £7 for a set of pillowcases to £800 for a carved chest of drawers.

The home offer was initially launched in late 2020, focusing primarily on bedding, with the ranges gradually growing and in turn delivering seasonal double-digit growth for the retailer since that date.

Following Joe Browns bold, unique, eclectic and ‘remarkable’ handwriting, the products align perfectly with the maximalism trend that homeowners are looking for. Firmly rooted in a ‘more is more’ execution covering stand-out statement homeware accessories and furniture complimented with great value.

At the same time, the retailer also announced that N Brown Group plc would also be taking its homeware offer – listing it on its trading sites including JD Williams, Home Essentials and Oxendales. Joe Browns already licenses a collection of its most popular fashion pieces through Simply Be, Jacamo and JD Williams

Homeware forms part of Joe Browns growth ambitions of £100m sales by 2026 with new marketplaces, direct growth and more third-party retailers as part of the strategy to deliver.

Commenting 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!

“As you would expect, it delivers our fun, eclectic and spontaneous handwriting in a remarkable way.  The range celebrates colour, textures, pattern and print in a way that is unique to us. You’ll even find mystical, majestic animals imagined up by our in-house designers prowling across the textiles and crockery. Our growth shows that customers love our distinctive style and we wanted to bring them more, so that’s exactly what we have done.

“We are also delighted that N Brown Group have made the decision to list our homeware, building on our already hugely successful relationship with the team there.”

Commenting Roderick Williams-Young, head of buying home. N Brown Group plc 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.”

Homeware now confidently spans bedding, furniture, kitchen (according to Mintel the largest growth opportunity in the category), accessories and Christmas and gifting (including a capsule Halloween offer) with an ethos that no home should look the same.

Joe Browns recently (July 2022) announced that Peter Alecock had joined its board as chief executive officer.

Peter came from JD Sports Fashion PLC where he held the role of chief operating officer of the retailer’s fashion division having worked for the company for 16 years. He has responsibility for expanding the business via its own direct channels and its strategic partners, in both the UK and overseas.


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