Home Sweet Home

Some of the most established names in fashion have recently forged licensing or collaboration deals in the home furnishings category. A few are entering the sector for the first time, others are re-entering the arena after a pause, and still others are expanding their programs. While home goods represent a common category for fashion labels, the segment can be challenging, and the frequency of deals rises and falls cyclically.

Since the pandemic began, and especially this fall, the practice is definitely on the upswing. The timing makes sense given the struggles the fashion world has had during the lockdown and the parallel strength of home goods during the same period. And it looks like these trends may endure to a degree even after a vaccine is widely available. More people are expected to continue to work from home permanently, at least in part, and it will likely take some time before society at large is comfortable returning to a full social life. Thus, consumers are still apt to keep their apparel buys to a minimum, with a few exceptions, while splurging on items for the home.

Some of the agreements announced since March of this year:

• Diane von Furstenberg paired with H&M Home on an interiors collection of cushion covers, vases, blankets, candles, and other items featuring the designer’s well-known prints and color combinations. The collaboration is the latest of several home goods collections H&M has done with celebrity designers and artists.
• Versace expanded its presence in home goods through a furniture licensing deal with Lifestyle Design Group, an Italian subsidiary of U.S.-based The Haworth Group. The first range is set to debut in 2021. The category previously was handled in-house by Versace, which first launched into home goods in 1992 and has an extensive program.
• Laura Ashley Home partnered with British retailer Next to make its return to retail after a March bankruptcy/administration, new Gordon Brothers ownership, store closures, and a temporary ecommerce shutdown. The relaunch includes the core Laura Ashley Home range as well as licensed upholstered furniture, mail order flowers, nursery décor, and home fragrance. The products will be available in boutiques within Next bricks-and-mortar stores and online through both partners.
• Iconix Brand Group licensed a number of its fashion brands to marketers in the home goods segment. Deals include Mudd and Mossimo with Mainstream for bed and bath; Ocean Pacific and Candie’s with JS Royal for bedding, window dressings, shower curtains, and pillows; Joe Boxer with Cathay Home for body pillows, sheets, throws, and comforter sets; and Material Girl with Pem America for tween-tailored bedding and bath items. In many of these instances, the agreements mark the labels’ first move into home goods.
• Ralph Lauren signed an agreement with Theodore Alexander to be the master manufacturer for the entire Ralph Lauren Home furniture collection, including more than 200 upholstered pieces and more 160 case goods. Ralph Lauren Home oversees design and marketing and Theodore Alexander is responsible for sales, marketing, and distribution. In the licensor’s most recent earnings call, Ralph Lauren executives noted that the label planned to expand its presence in home goods, a sector in which it had been a powerhouse in the past but which had fallen off in recent years.
• WHP Global licensed Sunham Home Fashions for The Anne Klein Home Collection, to debut in spring 2021. The product array is centered on soft goods, including comforters, coverlets, duvets, quilts, throws, sheets, and decorative pillows. The brand’s other current licensees are all in the realms of apparel, accessories, and footwear.
• Eileen Fisher teamed with West Elm for a limited-edition, sustainable home décor and furniture collection. Made from upcycled used denim, donated by customers as part of Eileen Fisher’s Renew program, each version of the eight pieces, which include pillow covers in various colorways and a lounge chair, is unique.

Note that five of the seven deals mentioned here involve long-term, licensed products, as opposed to some form of limited partnership. This traditional type of deal has been somewhat of a rarity since March, as marketers working together on new ventures have turned in large part to less risky short-term collaborations in the face of an unpredictable retail environment.