Lowe's launches curated home decor series

Dive Brief:

Coinciding with its 100th year in business, Lowe's on Monday unveiled "Lowe's House of Curators," a series of curations by designers and other influential names.
The series kicks off with interior designer and fashion icon Iris Apfel, who's curated a collection of "bold décor items that mirror her unique aesthetic," the company said in an announcement.
Lowe's aim with this initiative is to make stylish pieces available to consumers at accessible price points.

Dive Insight:

Coming off a banner year, Lowe's is looking to celebrate its hundredth anniversary by kicking off a rotating series of curations. The initiative leans into the home improvement retailer's motto of "Do it right for less."

"We know that stylish home décor doesn't always feel attainable for consumers, so we are inviting a range of tastemakers to curate from our millions of products to inspire different possibilities and demonstrate that spaces can be both accessible and affordable," Marisa Thalberg, Lowe's executive vice president, and chief brand and marketing officer, said in a statement.

Lowe's benefited from consumers investing more into their personal spaces this past year and undertaking more home improvement projects.

The home improvement retailer reported net sales in 2020 increased 24% to $89.6 billion, while its U.S. comps increased 26.8%. Net earnings increased 36% year over year to $5.8 billion.

But through this series, which launches with a high-profile interior designer, it appears Lowe's is trying to take more share in the home furnishing and softer goods categories.

The inaugural launch with Apfel will feature a Centennial color palette to commemorate both the designer and retailer turning 100 this year and will feature quintessential shades from previous decades. Apfel has created four separate curations — Palm Beach, Modern Maximalism, Statement Making Style and Centennial Color Palette — featuring paint, textiles and furnishings.

Lowe's will introduce additional curations with other notable names throughout the year.