Net-A-Porter launches new curation, campaign as bridge between fashion and homewares

By

Sandra Halliday

Published
Jul 8, 2022

Homewares may have struggled in recent periods after the category boomed during the pandemic, but that doesn't mean retailers are turning away from it. In fact, many in the luxury sector see it as a key way to expand their sales and answer the needs of their customers.

And one of the best known luxury names, Net-A-Porter, on Monday 11 July will put extra support behind it with the launch of a new curation and campaign dubbed Dinner party Pieces.

It’s “an expert curation of sophisticated home accessories, dining pieces and unique conversation starters” and leverages the e-tailer’s “window into lives of luxury customers, whose home purchases are reflective of their fashion choices”. 

Ads

It includes a series of exclusive capsules from eight brands, “bridging the gap between fashion and homeware, allowing our customers to shop their favourite designers across multiple categories”. 

There are homewares and ready-to-wear capsules from Emilia Wickstead and Cara Cara x Cabana; homewares from Laetitia Rouget, Anya Hindmarch, SEA, plus Mrs Alice and Emporio Sirenuse (which are new brands to its Home category, launching this month); and RTW by La DoubleJ.

The retailer said that since its entry into homewares in November 2020, the number of brands has more than doubled. Its top 10 brands are Assouline, L’Objet, Anissa Kermiche, Loewe Home Scents, Trudon, La DoubleJ, Ginori, Smythson, Loewe and Jia Jia.

It has also found that customers’ homewares purchases have become more reflective of their fashion choices and that those buying giftable homewares (like books, home fragrance and decorative accessories) go on to purchase gifts from other categories.

And fans of particular fashion brands are interested in other categories from those labels.

Meanwhile, the business has seen a surge in demand for tableware, with mix and match plate sets and glasses being the most popular items.

Lea Cranfield, Chief buying and merchandising officer, said: “Our customers’ Home purchases reflect their fashion choices. Through our Dinner Party Pieces campaign, we bridge the gap between fashion and home with sophisticated, playful and unique designs and exclusive capsules from eight of our most loved designers. We aim to inspire and guide our customers to discover luxury lifestyle pieces that express their personal style, taste and individuality.”