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European fashion brands are launching homeware lines after lockdown intensified young consumers’ ‘love affair’ with their homes.

Aug 25 2021

European fashion brands are launching homeware lines after lockdown intensified young consumers’ ‘love affair’ with their homes. Gen Z and Millennials have long been homebodies, but COVID pushed their nesting tendencies to the next level. YPulse’s No Place Like Home trend research found that 64% of 13-39-year-olds in the U.S. have become interested in improving and fixing up their homes because of COVID. In the U.K., online sales for home improvement and gardening products grew almost by 50% in March 2020 compared to 2019, and France’s home improvement market increased by 13%. According to Retail Dive, home goods have also been growing: sales of coffee and espresso makers spiked drastically, and electric grills and griddles along with stand mixer sales have also seen major upticks. In this atmosphere, brands known for making clothing are hopping into the home goods game. Milan-based fashion label Colville launched an eclectic collection of homewares, including “multicoloured, ultra-shaggy, yeti-on-acid rugs;” British cult womenswear brand Shrimps produced two home accessories collections with Habitat; and London’s Matches Fashion launched a line of retro tableware. (BBC)