Tesco transforms its homeware range with the launch of its new GM spring/summer collections and a new design team


WEBWIRE – Wednesday, April 30, 2014

Tesco is helping customers to accessorise their homes with the latest design trends, through the launch of its transformed homeware range. The range, led by a new team, reflects current fashions and offers a choice of five key Spring/Summer trends. It encourages customers to make the most of their home life.

The team of experts has travelled the world for inspiration to bring shoppers the most current styles. There are around 2000 new products online and in store from today - that represents around two thirds of the entire home range. The five key collections for spring summer 2014 run across home, garden, electrical and stationery. They are:

Monochrome: Classic black and white with a pop of bright yellow for a modern twist, reflects a big trend in clothing across the high street and catwalk

Seaside: This blue, white and red nautical theme offers a breath of fresh sea air across home and garden ware

Sherbet Crush: A twist on spring pastels, this theme is based around aqua blues, raspberry sundae pinks and sunny yellows

Moroccan: Sunset shades and glittering lights create a warm look in garden and home ware

Couture: Florals, pretty pinks and sumptuous fabrics, with a few decorative touches, for those who prefer a luxurious feel

The new home and lifestyle collections sit alongside a variety of fashion and high end brands now also available at Tesco, including Emma Bridgewater, Orla Kiely, Jamie Oliver, Nigella Lawson, Denby and many more, so customers can access great style without breaking the bank.

The new General Merchandise range is firmly anchored around family, food and home, making it easy for customers to get everything they need for a comfortable, stylish and affordable home life.

Alongside style and design, there has also been a strong focus on quality. For example, towels are now double sided for extra softness and thickness; a selection of cushions are made in Britain; the weave density and yarns have been changed across bedding to improve the quality and feel; every one of our painted ceramic dinnerware pieces is hand-dipped with two colour glazes using traditional, artisan methods, so every piece is unique. (Please see editor’s notes).

Steven Rowe, Head of Design for Tesco Home, comments: “I take inspiration from everywhere I go, whether it’s travelling round the world, from the catwalks or watching a film. The trends in the range reflect a variety of designs and colours to offer something for everyone’s taste.”

“Monochrome is likely to be very popular this season because it is so crisp, clean and stylish. For shoppers preferring a more romantic feel, the Couture range is beautiful.”

“As a designer, the stand-out accessories for me have to be the beautiful blue oversized vases from the Seaside trend, they are real statement pieces and will look fantastic in any home,” continues Rowe.

“Customers love being able to be ‘supermarket-chic’, surprising their friends with pieces they’ve picked up that are great quality but with a price tag that their friends will never guess. It’s also convenient as they can browse as they’re doing their weekly shop.”

“Right now, lots of customers tell us they don’t have the money to completely refurbish so they’re being savvy and creative and making over their homes with changes in colours and accessories instead.”

Bernadette Lusher, Commercial Director, UK General Merchandise, explains: “My priority over the last year has been to re-energise the home and lifestyle offer with the latest trends. We’re focused on being the supermarket to offer customers stylish, accessible, design-led products for all aspects of their home life, so you’ll see the trends across other departments as well, including stationery and garden.”

Customers will also notice a change in how the ranges are presented in store and these changes have begun to roll out already.

Notes to Editors:

* Each collection usually takes around four to six months to develop
* 63% of ranges is made up of entirely new products and 82% new packaging

Examples of improved quality:

Bedding:

* The thread count was increased to 180 thread count percale which improved the weave density
* Moved to a finer yarn thickness to give a softer hand feel

Towels:

* Offering two towels in one, the ultra-absorbent, super soft towels are dual-sided with one side made from Nanospun°cotton yarns and the reverse side is 100% 2 ply combed cotton

New stores:

* Customers have commented on the department store look and feel of the larger stores

Home-made:

* Our luxurious rose cushions are designed and made right here in the UK

Chinaware:

Every one of our painted ceramic dinnerware pieces is hand-dipped with two colour glazes using traditional, artisan methods so every piece is unique.

The new collections sit alongside fantastic brands at Tesco:

* Tesco stationery offers brands like Emma Bridgewater Sanderson, Orla Kiely
* Cook and Dine brands include Jamie Oliver, Denby, Nigella, Gordon Ramsay and many more

Head of Design, Steven Rowe, has worked in the home design market for over 20 years, starting his retail career at Laura Ashley. Since then, he has worked with a number of high street names including Marks & Spencer, BHS and Shop Direct.

Commercial Director, UK General Merchandise, Bernadette Lusher has been tasked with re-energising the home and lifestyle products and trends for the home category and, at the same time, roll out these trends across other departments, giving the customer a new shopping experience and making Tesco a truly design led retailer. Prior to her career at Tesco, Bernadette held several commercial director roles with Marks & Spencer. She is credited with the growth of Tesco’s F+F clothing range.

Shop the range at www.tesco.com/direct



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