In February, home retailer Lowe’s released its first private label home brand, Origin 21. The brand is part of the retailer's new House of Style campaign, aiming to showcase the stylish home goods Lowe's offers, and includes everything from larger furniture items to smaller accessories like pillows, lights, planters and more.
The new collection, named after the year Lowe’s was founded, joins Lowe’s popular home décor private brand, allen + roth. Both brands are part of the retailer’s new House of Style campaign, which aims to surprise consumers with the unexpected style finds available at Lowe’s. The company says the campaign aims help the company reach its goal of becoming the only retailer that completes the home style package through "total home offerings, exceptional value and extensive selection in one location."
Nearly two months after the launch of Origin 21, Lowe’s has seen success with the flagship private home brand. Sarah Dodd, senior vice president of global merchandising at Lowe’s, spoke with Store Brands about what went into the creation of Origin 21, and what the retailer’s vision for the brand is going forward.
Q: What is Lowe’s vision when it comes to growing its Origin 21 brand?
Stylish and attainable home design has always been core to who we are and we’ve spent the past couple years bringing forward well-positioned lifestyles, a new private brand focus and embracing the speed of how fast trends change. Once we redefined our lifestyles, we had to better align our private brands and when our research told us we were missing the modern positioning, Origin 21 was created.
Designed by Lowe’s, Origin 21 offers a clean, modern look mixed with warm colors and natural elements that help create a soothing atmosphere, making it easy for consumers to modernize their home style at unexpectedly affordable prices.
Origin 21 is just a step in how we’re shaping perception of Lowe’s as a destination for home style. We also introduced Lowe’s House of Style, a new umbrella campaign that brings together tastemaker curations, storytelling and product refreshes to surprise consumers with all they can discover at Lowe’s.
Q: How does the company plan to expand on the line going forward?
Lowe’s role is to provide coordinated trends across the home, which is why Origin 21 and our other décor categories feature trending seasonal items in the latest colors, materials and finishes that are easy to switch our and keep fresh.
We’re always working on adding new products that fit the latest home style trends, and we’re excited to continue expanding the brand, including the latest launch of Origin 21’s new patio furniture. Our trend team continuously researches and watches the market to implement the right macro and micro trends into across our home categories that fit our customers wants and needs.
The Origin 21 collection will also feature permanent categories, including vanities and quartz, with a desire to expand into other aspects of the home that are long term investments. Our goal is to be the only retailer that completes the home style package through total home offerings, exceptional value and extensive selection in one location, and these efforts help us get one step closer to achieving that.