Interiors: Pick up stylish homes bargains in a supermarket sweep
PUBLISHED: 17:55 01 April 2015 | UPDATED: 17:55 01 April 2015
If you go down to the supermarket today you’re sure of a big surprise – a trolley full of designer-style homewares at purse-friendly prices.
In the past five years, supermarkets have raised their interiors game, stocking furniture and accessories any high street store would be proud of – at prices many retailers cannot match.
It gets especially hard to keep focused on the weekly food shop in March, when the new spring and summer collections hit the stores. Hot off the conveyor belt for this year are ranges inspired by the most fashionable looks – Wild West, romantic, coastal, floral, cool retro and country.
Here’s how to find style in the aisles...
Homewares have played a role in Sainsbury’s stores for 12 years, with online shopping available since 2008. The brand has steadily established a reputation for impressive ranges that don’t easily date.
“We’re inspired by developments across the interiors market, fabric trends, the latest catwalk shows and wider global aesthetic influences,” says James Brown, general merchandise director.
“This season, we believe we’ve got fresh, vibrant, stylish collections from rustic Country Fair and graphic Monochrome, to romantic In Bloom and vivid Aqua.”
What’s on offer
Sainsbury’s has four easy-to-live-with decor styles for transforming a setting or providing essential ingredients to refresh a room. Monochrome’s graphic black and white designs are partnered with fashionable brass and copper detailing, while the gentler Country Fair is inspired by farmers’ markets and features floral, fruit and vegetable motifs and craft-style embroidery.
The George home brand, which launched at Asda in May 2014, is the new kid on the block. It’s brought an imaginative, bang-on-trend range to the high street.
“We want to edit key directional trends and put them together in a really stylish way for our customers, so they’re getting the latest in design, inspired by global trends through to favourite vintage pieces,” says Fiona Lambert, vice president of George and George Home.
What’s on offer
Take your pick from five looks: Meadow’s fresh-as-a-daisy digital prints mimic a flower-strewn meadow enlivened by woodland animals, while Eden shows off full-on florals in orchid-purple. Shore’s a cheeky ‘hello sailor’ interpretation of the perennially popular coastal style and Farm Fresh will appeal to retro fans with bouncy, bright shades, polka dots and Fifties-style slogans.
After a re-launch and expansion of the homeware range last spring, this brand’s gone from strength to strength. Buyers now travel the world sourcing new pieces and the collections consistently score highly for both design and detail.
Julie Reynolds-Smith, head of buying for home and furniture says: “Our Mid Century collection is already proving extremely popular, with the Marseille metal dining chairs a real hit. We’re catering for style-savvy buyers who want to express their taste and lavish care on their homes.”
What’s on offer
New West is the brand’s interpretation of the emerging desert ranch style, with burnished leather and patchwork prints. If that’s too rugged, flirt with Modern Romance’s photographic floral prints and chalk tones - perfect for conjuring sophisticated and feminine decor. Splash out on Oceanic, with a palette of glistening turquoise, cobalt and sea foam white.
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