Lowe’s aims to leverage home decor brands


Origin 21 launched earlier this month on soft and hard home.

Mooresville, NC – Lowe’s is set to expand its home decor brands in stores and online.

New private label Origin 21, which launched online earlier this month in multiple soft and hard home categories, will soon feature patio collections as well as replacement cushions made with fibers derived from plastic bottles recycled. Parts of the collection will roll into stores in certain decor categories.

Bill Boltz, executive vice president of merchandising, described Origin 21 as a modern design “for the fashion-forward millennial shopper, while our ever-popular Allen + Roth branding is tailored to the more traditional style.”

He noted that Lowe’s has worked over the past 18 months to improve the Allen + Roth assortment, which now includes window treatments, rugs, bedding and bath, accents and home accessories. home, furniture, murals and lighting as well as furniture and accessories for bathrooms and kitchens. Most of the collection is offered exclusively online.

Lowe’s surveys have revealed that consumers tend not to care about brands when it comes to home decor, focusing instead on quality, style and price, chairman and chief executive Marvin Ellison said yesterday in his remarks to analysts on the company’s fourth quarter conference call.

“[O]n the DIY side, especially home decor, customers overwhelmingly tell us they love our design capabilities for private label. And so we’re going to build on that for differentiation and also for a margin rate advantage,” he said, according to the call transcript by Motley Fool.

The Stainmaster carpet brand, which Lowe’s acquired in the spring of 2021, is also expected to expand. Hard floors will come first. Ellison said the home improvement chain will share more details about the brand’s new categories over the next two quarters.

Looking ahead, the company sees favorable macroeconomic trends for its business. The formation of millennial households will drive home buying in years to come, and the rise in the number of baby boomers choosing to age in place will provide additional home improvement opportunities, he said. he declares.

“And with the extension of remote work for some employees, we expect a permanent acceleration of the repair and maintenance cycle,” Ellison added. “And as a reminder, 50% of homes in the United States are over 40 years old and will continue to require investment to maintain.”


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