If you go down to the supermarket today you’re sure of a big surprise - a trolley full of designer-style homewares at purse-friendly prices.
In the past five years, supermarkets have raised their interiors game, stocking furniture and accessories any high street store would be proud of - at prices many retailers cannot match.
It gets especially hard to keep focused on the weekly food shop in March, when the new spring and summer collections hit the stores. Hot off the conveyor belt for this year are ranges inspired by the most fashionable looks - Wild West, romantic, coastal, floral, cool retro and country.
Here’s how to find style in the aisles...
Homewares have played a role in Sainsbury’s stores for 12 years, with online shopping available since 2008. The brand has steadily established a reputation for impressive ranges that don’t easily date.
“We’re inspired by developments across the interiors market, fabric trends, the latest catwalk shows and wider global aesthetic influences,” says James Brown, general merchandise director.
“By offering on-trend ranges, it means our customers can welcome the changes for the season ahead affordably - and with minimum effort. This season, we believe we’ve got fresh, vibrant, stylish collections from rustic Country Fair and graphic Monochrome, to romantic In Bloom and vivid Aqua.”
The George home brand, which launched at Asda in May 2014, is the new kid on the block. It’s brought an imaginative, bang-on-trend range to the high street.
“This season, we are offering a truly exciting and diverse seasonal range, with gorgeous collections incorporating distinctive trends.” says Fiona Lambert, vice president of George and George Home.
“We want to edit key directional trends and put them together in a really stylish way for our customers, so they’re getting the latest in design, inspired by global trends through to favourite vintage pieces.”
After a re-launch and expansion of the homeware range last spring, this brand’s gone from strength to strength. Buyers now travel the world sourcing new pieces and the collections consistently score highly for both design and detail.
“It’s been developed to offer a complete range of stylish and affordable products to all of our customers. We’ve placed an enormous amount of focus on quality and are continuously working to make sure we’re always improving it, while maintaining value,” says Julie Reynolds-Smith, head of buying for home and furniture.
“Our Mid Century collection is already proving extremely popular, with the Marseille metal dining chairs, only £49 each, a real hit. They’re just one example of the highest standard design, quality and value which epitomise what we are about. We’re catering for style-savvy buyers who want to express their taste and lavish care on their homes.”