Is there anything ASOS can’t do? First came clothes. Then came beauty. And, now, the online giant is branching out into homeware. Launching 4 February, its new venture, ASOS Supply, will see trend-led interiors land on the site, all designed by the brand’s in-house team.
ASOS already hosts homeware from external brands, such as Mimo, Sass & Belle and Chickidee, but this new collection is the first time ASOS has presented its own spin on interiors. Prices start from £8, with designs falling under three major aesthetics: Eclectic Luxe, a retro-inspired range that features recycled glassware, animal prints, pompoms, statement plates and chintzy fabrics; Cool Minimal, where you’ll find delicate painterly brush strokes, clean lines and simple graphic prints across its storage, bedding and textiles; and Global Traveller, which is heavy on wicker baskets, rattan accessories and natural materials.
This isn’t the first high-street fashion brand to branch out into interiors. Zara’s homeware is already well established, known for pretty paisley prints, delicate tablecloths and sleek neutral fabrics. Next has also become a stalwart in home accessories and Urban Outfitters is a treasure trove of terrariums and retro bedding. Last year, River Island announced its first foray into the home market with a 160-piece collection starting from £8 and, in 2018, H&M amped up its interior offering by creating a dedicated homeware concept store in its two-storey shop in London’s Westfield in Stratford.
With sites like Pinterest and Instagram opening up a world of inspiration, it follows that we want our homes to be as curated and stylish as our wardrobes. Now, some of our most beloved fashion brands are championing interiors in a big way. Could this be the future of the high street?
The Pink vase
The printed throw
The bathroom storage
The bamboo plant hanger
The printed double duvet