At Home Expands Private Label Assortment

Home decor superstore At Home is expanding its assortment of private brand products with the launch of Found & Fable. 

Touted by the retailer as a “traveled, eclectic and artisan-inspired brand where global inspiration meets affordable prices every day,” the new line includes furniture, bedding, storage, rugs, wall decor among other product categories. 

“Our new, exclusive Found & Fable brand is for anyone who wants to bring eclectic style to their home and has a passion for global inspired design at incredible prices,” said Chad Stauffer, president and chief merchandising & product officer for At Home. “We can’t wait to see how our customers decorate their homes with the artisanal pieces, natural materials and global accents Found & Fable has to offer.”

Found & Fable expands At Home’s private label assortment that includes the recently launched farmhouse-style private brand Honeybloom and its traditional-style private brand Providence.

“After the success of those two lines, we knew it was time to expand our private label assortment again,” Stauffer said. 

At Home officials said Found & Fable is for those homes full of texture with a collection of pieces from around the globe. The collection is now available in stores and online.