Banana Republic’s Home Run
● The Gap Inc. division has been steadily building a stylish home assortment this year paralleling its upscale fashion business.
Banana Republic
has introduced furniture, lighting and decor to its new BR Home Collection, in another step ahead toward evolving into a true lifestyle brand, one that's less dependent on men's and women's fashion.
“We started with textiles last spring.
Now we have a more cohesive collection,” Sandra Stangl, Banana Republic's president and chief executive officer, told WWD Tuesday night at a dinner for more than 40 guests at the Aman New York hotel to officially unveil the new home products.
“We'll keep expanding our home assortment over time,” said Stangl, without divulging any home categories for the future. Much could be introduced, be it glassware, tabletop, storage, organization, outdoor patio, bed and bath, or small kitchen gadgets.
“It's about bringing style to one's life, across ready-to-wear, home and entertainment,” Stangl said, discussing BR's lifestyle objectives.
The entire breadth of BR's home assortment as well as some ready-to-wear can be seen at a large pop-up presentation at 515 Broadway in SoHo, a former H&M site, and in another pop-up in Los Angeles.
“At Banana Republic, we are driven by a desire for discovery and self-expression, representing a new way to outfit yourself and your home,” Stangl said.
Following the home textiles, BR now offers home furnishings in French oak, marble, brass, plush cotton cashmere and organic cotton, in three key expressions: textured modern, classic chic and “explore,” which is rooted in global artisanal craftsmanship and embroideries.
“Whether traditional global handicraft, American heritage production, or small companies working in this era of maker culture, product craftsmanship is a Banana Republic legacy,” said Aaron Rose, BR's chief commerce and experience officer.
Within the home collection, there are subcollections under such labels as Stinson, Marquis and Savannah, each with its own origins, style and details. There is also a Moroccan rug collection, a Phoenix collection born from collaborations with woodcarvers on the island of Java, and a Nova collection of clay-beaded chandeliers.
The BR Home collection is offered on a dedicated website, brhome.com, and will be in 15 U.S. Banana Republic stores by the end of September, including the pop-ups. Prices range from $150 for vases to $195 for washed cotton sheet sets and $1,250 to $3,450 for dining furniture and sofas priced $2,650 to $4,950.
Since the onset of the pandemic in early 2020, and the stay-at-home lifestyle predominated, consumers have been spending more on their homes. “Home really matters. It's the biggest investment for most people,” Stangl said. “It's where you keep your treasures.”