Joe Browns expands into homewares with N Brown
Fashion retailers Joe Browns and N Brown are linking up to extended their product offer in the homewares sector, a super category that has proved increasingly appealing to fashion specialists in recent periods. While N Brown already offers homewares, it's a first for Joe Browns.
Their new Joe Browns-branded collection will be available from March 4 on N Brown’s JD Williams and Fashion World websites. It will comprise 49 pieces including bedroom and living room furniture, artwork, wallpapers, bedding, soft furnishings and accessories.
Fashion retailers have been looking around for new categories to expand into and this has seen an explosion of launches in areas such as athleisure, bridal, childrenswear, beauty and interiors. River Island is a recent entry into the latter sector while another successful name, Joules, has a furniture deal with specialist retailer DFS.
George Kowalik, lead designer at Joe Browns, said: “We want to give the Joe Browns customer the chance to express their personality throughout their homes as well as their wardrobes. Our collection is for those in search of statement pieces with unique detailing and remarkable finishing touches.”
The new collection is split into two themes: Wild Curiosity, inspired by enchanted English woodlands, and Floral Fantasy, inspired by rich country gardens in full bloom, both of which continue the very ‘English’ image that Joe Browns fashion has.
Prices for the new collection start at £15 for floral cut-glass tea-light holders, candles and diffusers up to £599 for velvet three-seater sofas.
Paul Tattersall, head of buying, home and gift, at N Brown, said: “We believe the collection will prove really popular with our customers and we are extremely proud to have expanded our partnership with Joe Browns into homewares.”
The launch comes just two weeks after Joe Browns also introduced an exclusive capsule lingerie collection with N Brown in sizes 12 to 26.
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