Wrangler is making good on its plans to develop into new product classes. The Kontoor Brands-owned heritage jean model entered the house items fray this week with a limited-edition assortment with Pottery Barn Teen.
The assortment contains curtains, tapestries, lounge sectionals and loveseats, bean bag chairs, quilts and shams, quilt covers, storage bins, sheets and rug. The assortment retails for $28-$1,499 and is accessible now on the Pottery Barn Teen web site.
“When you look at Wrangler as an almost 75-year-old heritage American brand, you think of comfort and durability,” mentioned Steve Armus, Kontoor Brands vice chairman of world partnership and licensing. “For me furniture and home goods were always on that list; it was top of mind.”
Wrangler has dabbled in residence earlier than, however Armus mentioned it felt like proper time to get again into this enterprise with a collaborator that has deep data of the product and viewers. “Having the right partner in this kind of exercise is really the most important thing,” he mentioned. “We like doing business with partners and brands that are first rate the way we are.”
Pottery Barn Teen, he mentioned, proved itself all through this collaboration to be top quality with its understanding of the market, the buyer, the standard of the product it makes, its design and the care it’s prepared to take to design merchandise that showcase the manufacturers in the most effective mild.
“I found out a long time ago when you do business with category leaders, you listen to them a lot, and you play towards their strengths,” Armus mentioned. “Pottery Barn Teen is best-in-class in those ways, and that really attracted them to us.”
The partnership was initiated earlier than the pandemic, permitting Pottery Barn Teen’s senior product and service provider design groups to go to Wrangler’s Greensboro, N.C., places of work. There, the members of the Wrangler workforce spent the complete day strolling them by means of their traces, what’s essential to the model, its key seems and what folks are likely to gravitate in the direction of.
From a product facet, nevertheless, Armus mentioned Pottery Barn Teen took the lead, understanding what works finest for the buyer.
“It was a good holistic listening on both sides to come up with, ultimately, what we think is a collection that really brings out the best of both of us,” he mentioned. “It’s been my history that that’s how those things get done. If we were to dictate what works, it wouldn’t be the best it could be. We share each other’s values and came up with what was really nice collection for both parties.”
The Wrangler x Pottery Barn Teen assortment arrives out there throughout a time when extra customers are spending time of their properties for varsity and work, and nesting to make their setting extra comfy. “We expected [the collection] would do well because of what it is, who we are and who Pottery Barn Teen is,” Armus mentioned. “Given the times that we’re in, we hope it’ll do better because it is trend-right.”
Increasingly, style manufacturers are entering into the class. This week, fast-fashion retailer Mango introduced it could introduce homewares by way of its e-commerce platform throughout the second quarter in 20 European markets. Mango will initially launch a capsule assortment impressed by Mediterranean residing, focusing solely on textiles. The Spanish firm expects to regularly add tableware and merchandise for the lounge. Last yr, sustainable style model Eileen Fisher bowed a restricted line of felted denim residence merchandise in partnership with West Elm.
“The home goods sector, if you’re in the right product categories, is doing well,” Armus mentioned.
Products within the assortment additionally reinforce Wrangler’s dedication to sustainability. The tapestries are printed on a canvas comprised of 100% Repreve polyester from recycled plastic water bottles. Storage bins are made with upcycled scraps of denim and raffia, that means no two are alike. Organic cotton and BCI cotton are used all through, and curtains are made in a Fair-Trade Certified facility.
Home will likely be a long-term enterprise for Wrangler, Armus mentioned. “Wrangler is an all-American, authentic brand, and for us, there’s a lot of ways to translate how that brand is going to show up at retail beyond apparel,” he mentioned. “We’ve proven ourselves as durable, competent, great apparel makers for many, many years. We feel there’s many more category extensions for the brand.”