Kidswear Brand Extensions- taking fashion into homeware

A wave of childrenswear brands are extending their offers to include homeware ranges, with Rachel Riley and Noe & Zoe the most recent brands to catch on to this trend. Fashion and interiors are becoming increasingly intertwined as consumers look to update and transform their home environments with new prints and patterns in the same way they can update their wardrobes. Retailers are also looking to modernise their stores with a ‘homely’ feel for a more immersive shopping experience. Subscribers can head here, Home Away From Home: Residential Retail Concepts, for more insight into this topic.

The brand new Rachel Riley Home collection includes a wide range of items, from toy soldier cut-out cushions, to little lamb laundry bags and a range of bedding and nursery products. The range covers everything you would need to dress your home and nursery so you really can wear and live the brand. The product envelops the brand’s identity by using many of the same prints seen on their fashion range, encompassing Rachel’s classic and iconic handwriting.

Another brand to recently expand their offer is Noe & Zoe. Having already successfully launched their homewear range, they are releasing a collaboration with digital printing company, Spoonflower. Featuring their bold SS18 prints, the matching stick-able wallpapers can be used on a range of surfaces around the home such as bookcases, laptops and walls. These interchangeable wallpapers can be updated season to season with ease, as new prints are released or consumer tastes change. The SS18 lookbook was an abundance of energy as kids posed in-front of the matching wallpaper, providing a powerful and bold statement.


These Fashion x Home collaborations are gaining traction in kidswear as highlighted in WGSN’s, users click here, Fashion to Furnishings report. As other aspirational brands and high street kidswear retailers look to brand extension into homeware it will be exciting to see these new collections and what they have to offer. Keeping true to brand identity through print, colour and styling is what makes Noe & Zoe and Rachel Riley Home collections so strong, offering an all round lifestyle approach.

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