CATEGORY REPORT: HOME GOODS
PRIVATE BRANDS HEAD HOME
ONCE A SLOW-GROWTH CATEGORY, RETAILERS ARE THRIVING IN THE HOME GOODS SPACE THROUGH OWN BRANDS By Barbara Sax
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ed Bath & Beyond has been dominating the private label news cycle with its ongoing launches of 10 new owned brands scheduled to hit shelves into the next fiscal year. The chain’s launched store brands covering bath, bedroom, kitchen tools and housewares, all aimed at revolutionizing how shoppers view the store and the category. But it’s not just Bed Bath & Beyond looking to fuel the home goods category. Target reported in its first quarter report a record breaking 36%, year-over-year sales increase in its store brand sales, fueled largely by increases in home goods. That category was up 30% on the year. Part of this success comes through continued new partnerships in the area including a Pillowfort store brand tie in with author Christian Robinson, offering more than 70 exclusive, limited-time goods. There’s a partnership with Jungalow on home goods in its Opalhouse line, an exclusive partnership 52
Store Brands
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July/August 2021
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with Levi’s that leverages the apparel company’s designs into a home collection, and a first-ever limited-time rollout with plant stylist Hilton Carter. “Because of our unique capabilities in product design, development and sourcing, our owned brand products offer an unbeatable combination of design, quality and value,” said Christina Hennington, EVP, chief growth officer, Target, during the Q1 analyst call. “These brands aren’t something that our guests pick up while they’re at Target, they’re a big reason why they shop at Target, which is why we continue to invest in them.” With Gap Home, Walmart launched a new home goods line featuring an exclusive collection designed by the famed apparel retailer. Additionally, Lowe’s has been putting a strong focus on shoppers reviving the home space, promoting its allen + roth, Project Source and Harbor Breeze store brands in curated programs selected by influential fashion stylists.
www.storebrands.com
8/16/21 9:13 PM
