Home retail brands like Pottery Barn, West Elm, and Crate & Barrel are banking on collaborations to attract young consumers. 

Home retail brands like Pottery Barn, West Elm, and Crate & Barrel are banking on collaborations to attract young consumers. In order to stay relevant, home decor stores are running limited collections similar to the fashion industry. By partnering with brands that add new looks and themes to their stores, home retailers are bringing in “new customers and demographics, and generat[ing] a little media buzz too.” Currently, Pottery Barn is featuring eight limited-time collabs, like products from the holiday classic National Lampoon’s Christmas Vacation, “including light-up decorative pillows, sheets and a wadded-up ball of holiday lights in the tradition of Clark Griswold himself.” Other popular media collections include Peanuts and Harry Potter, but the retailer is also working with brands like Airstream and Sherwin-Williams paint. YPulse’s new Shopping For The Home report shows that Gen Z is not afraid to embrace bright colors and some clutter; and brands should keep in mind that they just want to be surrounded by the things they love. (Business of Home)