This spring, Primark is launching its first-ever home decor collection, inspired by Pinterest UK’s search data. This collaboration is set to revolutionize the way we design and transform our living spaces with elegant and affordable pieces. The collection will be available in Primark stores and through their Click & Collect service, which can be accessed directly from Pinterest. Some of the products featured in the line include floral-patterned dinnerware and soft pink bedding with ruffles.
To give customers a sneak peek at the collection, Primark is leveraging Pinterest’s interactive tool, Collage. This feature allows users to curate a personalized vision board using snippets of products from the collection. Once they’ve found their perfect mix, they can seamlessly purchase the items through Click & Collect, available in over 130 Primark stores across the UK. The collection will also be rolled out in physical stores throughout March.
Top Trends
The three most popular trends that have shaped this collection are Cosy Cottage, Minamaluxe, and Dainty Décor. According to Pinterest and Primark, these styles are expected to dominate the spring season.
- Cosy Cottage: This collection embodies charm, romance, and a touch of nostalgia. It combines timeless prints with playful motifs to create a modern, fresh look. Imagine filling your room with wild primroses, ladybugs, flowers, soft pastel hues, and ruffles. Don’t forget to add a dash of buttery yellow, the most captivating color of the season. This trend is inspired by the surge in Pinterest UK searches for terms like “cosy cottage bedroom” (+170%), “modern cottage living room” (+100%), and “floral” (+40%).
- Minamaluxe: Sophistication through simplicity is the essence of this trend. It focuses on soft textures, earthy tones, creamy neutrals, and browns. To elevate the style, incorporate decorative accents and home fragrances that add a touch of luxury without excess. The popularity of Minamaluxe has grown on Pinterest UK, with searches like “earthy colour palette” (+120%), “minimalist small bathrooms” (+70%), and “luxury living room” (+115%).
- Dainty Décor: This feminine, playful, and uncomplicated aesthetic is triumphing in both fashion and decor. If you’re fond of ruffles, bows, soft pink tones, heart prints, and cherry patterns, this trend is for you. It’s the perfect way to add a romantic touch to your bedroom or bathroom. On Pinterest UK, searches for “whimsical bedroom” (+130%), “girly bathroom” (+95%), and “pink bow” (+160%) reflect the growing interest in this style.
Over 12 million users in the UK interact with home decor content on Pinterest, seeking inspiration to personalize their spaces. The interest continues to grow, with more than 86% of adults aged 18-44 in the UK allocating part of their monthly budget to renovate their homes. A significant portion, 35%, considers this investment more important than dining out or socializing. However, these purchases are made cautiously. Primark’s new Pinterest-inspired collection offers a wide range of quality options at affordable prices, helping transform any space into a dream home.
Expert Tips from Sinead McDonagh
Sinead McDonagh, Primark’s design director, shares some advice on incorporating these trends into your home:
- Find Your Style: Some people prefer bold and daring looks, while others opt for a more understated aesthetic. If you lean towards a minimalist style, start with creamy neutral tones as a base and add soft textiles, wooden finishes, and warm lighting for a timeless space that can be modified with the seasons.
- Elevate the Everyday: Small changes in decor can make a significant difference. Nostalgic-inspired ceramics, such as primrose and ladybug-patterned dinnerware, add charm to the table, while ruffles, bows, and delicate floral prints bring a romantic air to any corner of the home.
- Make it Personal: Great design isn’t just about following trends; it’s about creating a home that reflects your personality. Choose pieces that make you happy, mix styles, and, most importantly, have fun designing your space.
“Inspiration has a new home… yours! We’re excited to have inspired Primark’s new collection with the most popular trends on our platform: Cosy Cottage, Minamaluxe, and Dainty Décor. Searches for pastel palettes, discreet luxury, and charming details have increased, and with new ways to shop the Primark collection, it’s even easier to bring these ideas to life. We can’t wait to see how these trends transform your home this spring,” comments Heather Clark, Pinterest UK’s retail director.
Primark’s new home decor collection, inspired by Pinterest, has everything you need to refresh your interior. Use Pinterest Collage to find your style and visualize your ideal space. Additionally, they’ve launched an integrated marketing campaign, featuring themed window displays in over 70 Primark stores in cities like Manchester, London, Newcastle, and Edinburgh, where the collection will be showcased in a Pinterest Collage format. Primark will also have a presence on the Pinterest platform with Spotlight, Shopping Ads, and Home Feed takeovers.