In an expansion of its home and housewares private label business, HSN is launching Emryn House, which the broadcast and digital retailer described as a home collection designed for customers who appreciate the vintage look and up-to-date classic style of farmhouse décor with a modern twist.
Later this year, the Qurate Retail banner plans to expand its private-label portfolio with two more home brands, it maintained, as the company continues to offer shoppers a variety of relevant and trending goods within the home category.
Shoppers can explore the Emryn House collection on-air, at hsn.com, and on digital streaming platforms. Products in the collection range from sheets, comforters, quilts, throw blankets, decorative pillows, bed skirts, faux plants, lanterns, wall hangings, flameless candles, furniture, wreaths, baskets and mirror lamps. Product prices range from $39.95 to $229.95.
An in-house team of designers developed the Emryn House brand for HSN customers, 40% of whom have identified farmhouse as their preferred décor style, the retailer pointed out. Through unique textiles and notable details, Emryn House takes advantage of the design trend by blending the traditional farmhouse feel with modern touches, it added. Each item in the collection has a story about what inspired it, and everything is coordinated so products complement each other for a more complete design.
HSN currently has a portfolio of 14 private label brands across categories from home and culinary to tech, the company noted. It develops private label and exclusive brands through its in-house Design, Development and Global Sourcing team, which leverages insights gleaned from HSN’s proprietary consumer research and tight connection with customers.
“From décor to kitchen tools, our customers rely on HSN’s growing roster of private label brands to deliver superior quality and performance as well as unique items that they can’t find elsewhere,” said Rob Robillard, HSN chief merchandising officer, in introducing the brand. “The Emryn House brand will provide a fresh and colorful take on this popular home aesthetic, bringing our customers unique and on-trend décor, bedding, and lighting to update their homes.”
