At Home Adds New Private Brand

Honeybloom is the retailer's newest private brand, offering hundreds of decor options at various affordable price points.
Zachary Russell
Associate Editor
Zachary Russell profile picture
At Home Honeybloom

Home decor retailer At Home has launched a new private brand that offers “modern farmhouse” styles at affordable prices.

Honeybloom is the retailer’s latest brand, and features items for the kitchen, dining and entertaining areas, living and bedrooms and more. The collection offers furniture, rugs, decor, wall decor and seasonal products starting at $5.99, with several items available for under $30.

“Honeybloom celebrates life lived together and family and home have always been at the center of our company’s mission,” said Chad Stauffer, President and Chief Merchandising & Product Officer for At Home. “This exclusive brand offers easy, authentic style for every room at the unbeatable prices our customer has come to expect from us. As we continue to grow our business and introduce exclusively designed private label brands, we are focused on helping our customers find their own style in over 250 stores carrying the biggest selection at the best prices, every day. At Home remains committed to making designer looks for less available to our customers no matter their style or budget.”

The Honeybloom is available in stores and online now. Headquartered in Plano, Texas, At Home operates more than 250 stores in 40 states.