Banana Republic Launches BRHome

Banana Republic, a lifestyle brand in the Gap
GPS
portfolio, has launched BR Home. This is a new business and marks a milestone in the brand’s transformation to a leading destination for the modern customer.

The BR Home collection expands across bedroom, living room and dining room furniture. There is also lighting and home décor. The company says that there is craftsmanship from around the world, building on quality associated with the brand’s ready-to-wear lines.

“At Banana Republic, we are driven by a desire for discovery and self-expression, representing a new way to outfit yourself and your home” says Sandra Stangl, Banana Republic President and CEO. “We are committed to bringing exceptional quality, timeless designs, and versatile styling to our customers as we determine how to best support their lifestyle.”

Following the home textile categories that was launched earlier this spring, the newly created collection is crafted from premium materials, such as French Oak, marble, brass, plush cotton cashmere, and organic cotton, sourced and created by skilled global artisans who specialize in the use of these elements. The merchandise is designed for customer’s varied lifestyles.

The BR Home collection debuts now with a dedicated website at www.brhome.com and will be in select U.S, stores by the end of September. There will be two pop-up stores in New York City and Los Angeles. Prices vary across the collection from $150 for beautiful vases to $195 for washed cotton sheet, and $1,250 to $3,450 for dining furniture and sofas ranging from $2,650 to $4,950.

Potential customers can discover the fall collection on social channels @BRHome or with hashtag #BRHome to discover the new Fall collection and learn more about future collections.

POSTSCRIPT: It is exciting to hear about a new, well designed furniture collection from a premium lifestyle retailer. As young people upgrade their homes, they veer to new looks and new designs. Their purchases will often last forever – so their choices have to be careful and deliberate. While Gap, the parent company will probably come with some new merchandising ideas for the main tent, the expansion and boosting of a new concept for Banana Republic will pay off.