River Island home collection hits stores

By

Sandra Halliday

Published
Sep 26, 2018

River Island’s important new offer RI Home 160-piece collection has debuted in its stores and online with the company now targeting its customers’ complete lifestyles as well as just their fashion choices.

The new collection “boasts River Island’s signature style and handwriting,” it said, with a selection of soft furnishings, décor accessories, furniture and storage options available in selected stores and online.

With the main collection priced from £8 up to £275, plus a selection of candles and home fragrances also launching and priced between £5 and £32, the company is structuring the new offer based on individual trends. It will create homeware edits for each trend and said customers “will be able to shop the looks easily and refresh and update their home seasonally.”

The three current trends are Baby Doll, Electric opulence and New Nordic.

“The launch of our brand-new RI Home division heralds the beginning of an exciting chapter for us,” its head of homeware buying Dayna Sofair said. “Style doesn’t end at our clothes. Where we eat, the fragrance we wear and way we decorate our homes says as much about us as our favourite pair of jeans.”

The launch happens as homewares become the next frontier for fashion retailers. Rival Oasis has also entered the sector in recent periods and even established interiors retailers such as John lewis have been ramping up their offer. John Lewis has seen sales in its interiors category proving sluggish in recent periods but its own-brand has been a bright spot, underlining the appeal of products branded with a retailer’s own label.