Dive Brief:

• Adding another category to its product assortment, Banana Republic debuted BR Home, the brand’s new selection of home categories, according to a Tuesday announcement. 
• The product line will feature bedding, rugs, pillows and decor. The brand is using high-quality materials and natural fabrics including European linen, cotton cashmere and organic cotton.
• The collection will be priced between $40 for its washed cotton pillowcase sets to $7,550 for its handwoven, oversized rugs, according to the press release.

Dive Insight:

Banana Republic keeps growing its product assortment. Last year, the brand expanded into baby products with its 40-piece BR Baby collection and into athletics through its gender-inclusive BR Athletics capsule collection. 

“Discovery and self-expression are an integral part of our customers’ lives at home, work and away,” Aaron Rose, head of commerce and experience for Banana Republic, said in a statement regarding the retailer’s launch into home. “We know our customers care deeply about great style, design, and quality in all aspects of their lives, and we are excited for BR Home to be a central part of their personal lifestyle.”  

In recent years, the retailer’s sister brand Gap has also dabbled with home collections. In May 2021, the brand teamed up with Walmart to launch a home essentials collection exclusively available on Walmart’s website dubbed Gap Home. Extending their partnership, the two companies then unveiled a 150-piece furniture collection called Gap Home Furniture in the fall of that same year.

In its most recent earnings, Gap Inc. reported Q4 declines across all of its brands. At Banana Republic, net sales fell 6% to $578 million and comps fell 3%. The brand was showing some signs of a turnaround at the end of 2022.