Anne Klein debuts home collection with Macy's

Dive Brief:

After a boom in the home space caused by the pandemic, Anne Klein has released a new home collection through Macy's. The collection will be available on Macys.com and AnneKlein.com, the brand announced on Wednesday.
The collection features four five-piece comforter sets priced between $190 and $250 that each include a comforter, two shams and two decorative pillows. A diamond quilt set with shams in navy or white is priced between $140 to $180. The bath collection, priced at $86, includes four different colorways of a six-piece cotton towel set: two bath towels, two hand towels and two wash cloths.
The founder's design archives and the gatherings she's hosted at her various homes inspired the collection, per the announcement.

Dive Insight:

The home collection marks Anne Klein's entry into a new category outside of fashion.

In 2019, Premier Brands Group sold Anne Klein to WHP Global, though Premier said it remains a long-term licensee for several categories such as jewelry and sportswear. This entry into home is one of the ways WHP is expanding the reach of the company. The COVID-19 pandemic and a booming housing market have boosted many home retailers, and made it a popular category for investment this year, but it remains to be seen how long that boom will last.

"We are excited to bring the bed and bath categories to Anne Klein and expand the brand's presence at leading omnichannel and DTC retailers," Effy Zinkin, chief operating officer of WHP Global, said in a statement. "The launch of the Home collection is a testament to our mission of giving the Anne Klein consumer even more ways to experience and shop the brand in a meaningful way."

Anne Klein has also been testing out a different e-commerce approach, teaming up with Facebook last year to conduct shoppable livestreams, which the social network broadened to other brands this year.

Expanding in-demand categories like home is on Macy's to-do list, which could be helped along by partnerships with well-known brands. However, some question whether its plans, which include expanding off-price retail and entering other product categories such as pet supplies and toys, will hurt the brand long-term. After taking a sizable hit during the pandemic, Macy's saw a 56% first-quarter sales increase and a rise in e-commerce sales.