The standalone Primark Home store opened in Belfast on March 6 – and there’s an exciting new collaboration landing in store too …
Primark has revealed that its first standalone home store will open in Fountain House on Donegall Place in Belfast city. While Primark initially launched its home range in Penneys and Primark stores in Ireland and the UK in 2021, this marks the first dedicated store for homeware products. From affordable modern furniture pieces to trend-led soft furnishings, decorative items, storage essentials, and pretty kitchen ceramics and glassware, the Belfast store will offer the brand’s range of affordable interiors and lifestyle products in a dedicated space, and a larger range of home and lifestyle items than ever before.
This week also sees the launch of a new virtual and in-store collaboration with Pinterest. Social media platforms like Pinterest and Instagram have become significant trendsetters in home decor; not only inspiring design trends, but also leading to an increased interest in how our personal spaces look and feel (often with the added pressure of having picture-perfect rooms to share on social media), so this collaboration feels like the right fit right now.
As new research undertaken by Pinterest and Penneys reveals that a lack of money (53 per cent of respondents) and a lack of time (33 per cent of respondents) are some of the biggest challenges for people redecorating their homes, the brands have partnered in an attempt to make it easier than ever for people to design and transform their spaces with on-trend, budget-friendly pieces, and digital tools to help them reimagine home decor. To style the new Pinterest-inspired collection and see how it will work in your own home, you can use Collages, an interactive tool on the Pinterest app that allows you to pull together moodboards using cutouts of products from the Penneys range before buying in store.
Tracking user behaviour on the app to inform the basis for the collaboration, the Pinterest team was able to analyse searches from users in Ireland and the UK through rising search terms and identify three core trends that emerged on top. These trends were then incorporated by the Penneys design team for its latest homeware collections.
1. COSY COTTAGE
Inspired by an increase in searches for “cosy cottage bedroom” (170 per cent increase) and “modern cottage living room” (up 100 per cent), the first trend in the collaboration, Cosy Cottage, is described as “whimsy, charming and romantic” – and the pieces look perfect for pretty Easter tablescapes.
2. DAINTY DÉCOR
Dainty Décor encompasses the playful, flirty, and unapologetically feminine pretty in pink aesthetic that’s making waves in both fashion and interiors this season, with Pinterest searches increasing for “whimsical bedroom” (130 per cent increase) and “girly bathroom” (up 95 per cent) – think bows, cherry motifs and pink candy stripes.
3. MINAMALUXE
Minamaluxe is all about soft textures, earth tones, creamy neutrals and browns as searches increased for “earthy colour palette” (up 120 per cent) – find Aztec scatter cushions in neutral shades and bouclé dining chairs. The results of the collaboration are a range of fun, fuss-free homeware items that will bring colour to a space without breaking the bank.
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