H&M Launches Private Brand Home Décor Collection

Swedish fast fashion retailer H&M is set to launch its new Private Brand Home Collection in the UK this fall. H&M Home, which launched across Europe last year, takes inspiration from catwalk trends and includes products such as bed linen, ready-made curtains, cushions and towels.

The new collection launches online in September, and will be sold in the chain’s 174-176 Oxford Street store from October 20.
“We’ve looked to this season’s key catwalk trends and transformed these into fabulous, fashion-focused pieces for the home,” said H&M Home’s head of design Evelina Kravaev Söderberg. “Each collection enables us to get to know our customers; we know that their tastes correspond with the way that fashion is moving.”
Three main collections will be launched over the season, with new products added every two weeks. Prices range from £3.99 to £12.99 for cushion covers, £12.99 to £39.99 for bed sets and £7.99 to £12.99 for towels.

Previous articlePrivate Brand Fashion Strategy from Belk
Next articleTarget Launches Private Brand Pet Food
Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.