Why homeware should form part of your retail plans

Offering homewares is often seen as a nice-to-have; a range of products which is a step away from the core food offering of a deli, farm shop or food hall that – if space allows – might make for a bottom line boost. But you don’t need to have masses of space to see if your customer base has an appetite for non-food items, and Christmas is one of the best times to try it on for size.

Is it worth branching out into unfamiliar territory in this case? “In my view, yes!” says Faye Cookson, buyer at Cotswold Fayre, which now has two Flourish Food Halls to its name. “Sectors such as farm shops and garden centres are becoming more and more known as ‘one stop shops’ where consumers can shop multiple categories under one roof, so think homewares gifts, wrapping paper and greetings cards as a solution for consumers who are maybe time-poor.”

“Homewares remain a strong category for independent retailers, especially in lifestyle-led settings where customers seek pieces that combine function and personality,” agrees Will Kogan, general manager at Franklin Parcel. In terms of what to stock, Will advises that “items that offer warmth and individuality tend to perform well, such as those made from natural materials, with earthy colours and handmade finishes.” Of course, homewares offer the same opportunity as artisan food to stand out from the crowd. “Shoppers want their homes to feel personal rather than strictly on trend, so products with a story or artisanal quality often stand out,” he says.

Cotswold Fayre has found homewares to be a valuable addition to its arsenal. “Homewares is a very important (and exciting) category for both us and Flourish,” says Faye. “From a wholesale point of view, we are always focused on the latest trends, new fragrances, and any artisanal brands with a strong sustainability story that we can add to our portfolio.”

When it comes to retail, the team has found homewares to be a boon – even opening a separate building on the Glenavon site dedicated to them. ”Within our retail side of the business, Flourish is a real destination for homewares, often offering consumers something local as well as brands from further afield that fit within their buying strategy and vision for that season,” says Faye. 

Aligned values

Sustainability credentials are a key sell. “At Flourish we love a strong sustainability story – anything with environmental credentials and brands that align with our brand values,” she continues.

Indeed, staying in tune with your philosophies is vital to adding to your business without diluting what you offer. “Homewares aren’t our key focus, but we see the opportunity in businesses that align with our values,” says Stefano Cuomo, CEO of Macknade. “For example, we might have a local potter set up a space outside the shop – this is great for social media, and with an agreement that we will take a percentage of the sales it can be a new way to bring in some revenue.

“There are great companies out there which align with our food and drink ethos, and our range covers kitchen utensils to beauty products such as soaps and candles.” 

Standing out from the crowd is important but takes an investment of time. “You don’t want to have a generic line that is seen in every farm shop,” he says, ”so you must look into what’s around you. For example, we sell incredible soaps and skincare products from a working farm in Kent.”

Seasonal sales

Homewares also offers a chance to tap into seasonal demand, says Faye. “Alongside our all year-round offerings we often lean into seasonality, whether this be new fragrances for Mother’s Day or new gifting ranges for Christmas – we are seeing more brands move more into seasonal offerings to cement their visibility with consumers at key gifting times throughout the year.”

“Really lean into seasonality and limited editions, whether that be spring such as Valentine’s Day/Mother’s Day and Christmas,” she advises. “We find that all retailers switch their seasonal ranges on earlier and earlier, it will give retailers a longer selling period for each calendar event and a longer period for consumers to shop with you.”

5 ways to boost your homeware offering

Faye Cookson, buyer at Cotswold Fayre, shares her tips for maximising the homewares opportunity

1. Retailers need to be more consumer aware than ever before; consumers increasingly want to know and understand where and how things are made and what effect the products that they are buying will have on our planet.

2. Merchandising is key (our Garden Centre sector do this so well!). Consumers will buy what they can picture in their space so think POS, lifestyle images/displays, lifestyle settings and styling.

3. Homewares and gifting trends can sometimes move quickly, so don’t over buy, buy to sell out quickly and create that demand for the next season.

4. Choose suppliers that align with your brand values, so your messaging and communications are consistent across all your platforms.

5. Multiple categories and price points will also help enhance consumer basket spend throughout the year