international brand home The soft home and leisure department business of Brand Machine Group (BMG) is entering the global homeware market. The first homeware collection from sports brand U.S. Polo Assn. will be introduced to wholesalers this summer.
Mike Barker, a recently hired commercial director, will oversee the new homeware business, which has the mission of “connecting the dots between fashion and the global homeware industry with a unique blend of style, quality, and innovation.” BMG said in a statement that it plans to launch a variety of chic homeware products from well-known brands in strategic regions, including soft furnishings, bedding, pillows, blankets, towelling, and home scents.
The first will be a homeware range for fall/winter 2024 from U.S. Polo Association, created to go with the company’s traditional, athletic-inspired clothing line. The 400-thread-count fabrics used to make the duvet covers, pillows, and sheets, as well as the soft towels that come in ten different colors, throws, and cushions, are key styles.
The CEO of Brand Machine Group, Boo Jalil, stated: “We are really thrilled to introduce our new soft home division. Our commitment to providing high-quality items, together with our experience in brand production and licensing agreements, makes us optimistic that our homeware offering will be well-liked by customers all over the world.
“With the rich sporting heritage and international appeal of U.S. Polo Association, the first homeware collection is a natural progression of this legendary brand.” Homeware from the United States Polo Association is offered for sale through wholesale partners and outlets across Europe in addition to specialized internal e-commerce websites.
Coming in at the ground level is quite exciting since this is a brand-new segment, said Baker, BMG’s commercial director for homeware. Working with globally recognizable businesses and figuring out how we may increase their appeal appeals to me greatly. “We want to create a selection of goods that not only support these brands but also stand alone and raise the bar for the home goods sector.”
