Banana Republic is expanding its product assortment by launching BR Home, a new selection of home categories that include bedding, rugs, pillows, and decor.
The brand is focusing on using high-quality materials such as European linen, cotton cashmere, and organic cotton. The collection will be priced between US $ 40 for its washed cotton pillowcase sets to US $ 7,550 for its handwoven, oversized rugs.
Banana Republic is hoping to tap into the market of customers who prioritise great style, design, and quality in all aspects of their lives, according to Aaron Rose, head of commerce and experience for the brand.
Banana Republic’s sister brand, Gap, has also experimented with home collections. In May 2021, Gap partnered with Walmart to launch a home essentials collection exclusively available on Walmart’s website called Gap Home. Banana Republic’s net sales fell 6 per cent to US $ 578 million in the most recent earnings report, however, the brand showed some signs of a turnaround at the end of 2022.
