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Marketing home decor products and designer brands

As the world continues to embrace the importance of design in our daily lives, the demand for stylish and functional home decor items continues to grow. For entrepreneurs who are passionate about design and decor, building a home decor brand can be a fulfilling and profitable venture. One of the key markets for home decor brands is interior designers. In this article, we will explore how to market your home decor brand to interior designers.

In our deep dive we analyse this market size and trends, some winning cases and marketing strategies to be used to building a lifestyle brand in the home décor items industry.


Home Décor Products Market Size and Growth

According to a report by Grand View Research, the global home decor market size was valued at USD 663.1 billion in 2020 and is expected to grow at a compound annual growth rate (CAGR) of 3.9% from 2021 to 2028. The market is driven by factors such as rising disposable incomes, increasing urbanization, and changing consumer preferences.

The home decor market is a highly fragmented industry, with a large number of small and medium-sized players. However, there are several key players that dominate the market, including IKEA, Williams-Sonoma, Home Depot, and Bed Bath & Beyond.

Product Categories of home décor items

The home decor market is comprised of a variety of product categories, each with its own unique trends and styles. These categories include: Home accessories, Wall art, Furniture, Rugs, Flooring, Bedding, Pillows, Mirrors, Tableware, Vases, Home fragrances, Candles and other small home improvement items that can complement home finishings and furnitures

Furniture: This category includes items such as sofas, chairs, tables, and beds. Furniture trends often reflect broader design trends, such as minimalist and Scandinavian styles or bohemian and vintage styles.

Lighting: Lighting is an important aspect of home decor, and includes items such as lamps, chandeliers, and sconces. The trend in lighting is towards energy-efficient LED lighting, as well as smart lighting systems that can be controlled by a mobile device or voice assistant.

Textiles: Textiles include items such as rugs, curtains, and bedding. The trend in textiles is towards sustainable and eco-friendly materials, as well as bold patterns and colors.

Home Accessories: Accessories are the finishing touches that bring a room together, and include items such as vases, picture frames, and decorative objects. The trend in accessories is towards natural materials like wood and stone, as well as artisanal and handmade items.

Companies use a variety of marketing for home décor and sales channels to reach their target customers. These channels include:

Brick-and-Mortar Stores: Brick-and-mortar stores are still the primary sales channel for home decor products, allowing customers to see and touch products before making a purchase. Retailers often use store displays and product demos to attract customers.

E-Commerce: E-commerce has become an increasingly important sales channel for home decor companies and to fundamental in marketing of home décor products to interior designers, allowing customers to shop from the comfort of their own homes. Companies often use social media and influencer marketing to promote their products online.

Home Shows and Exhibitions: Home shows and exhibitions allow home decor companies to showcase their products and connect with potential customers. These events are often attended by interior designers and other industry professionals.


Home Décor industry trends

Home decor is an ever-changing industry that is constantly evolving with new trends and styles. In recent years, we’ve seen a shift towards more sustainable and eco-friendly products, as well as an increased interest in bohemian and vintage styles. In this article, we will explore the current home decor items market trends. The Pandemic related lockdowns, forcing millions to stay at home, sparked an increased interest in home improvement and decorations for indoor environment giving this industry a second life

Sustainable and Eco-Friendly Products

One of the most prominent trends in the home decor market is the growing interest in sustainable and eco-friendly products. Consumers are becoming more aware of the environmental impact of their purchasing decisions and are actively seeking out products that align with their values. As a result, we see more and more marketing of home decor products made from recycled materials, organic textiles, and natural fibers. For example, bamboo and cork are popular materials for furniture and decor items due to their sustainability and durability.

Bohemian and Vintage Styles

The bohemian and vintage styles have been trending in the home decor market for some time now and show no signs of slowing down. These styles are characterized by bold colors, eclectic patterns, and a mix of vintage and modern elements. Bohemian decor often incorporates natural materials like rattan and woven textiles, while vintage decor features antique or vintage pieces. Both styles promote a laid-back and comfortable atmosphere in the home, making them especially popular among younger consumers.

Minimalism and Scandinavian Design

On the other end of the spectrum, minimalist and Scandinavian designs have also gained popularity in recent years. These styles prioritize simplicity and functionality, with clean lines, neutral colors, and a focus on natural light. Scandinavian design often incorporates natural materials like wood and leather, while minimalist decor favors a more pared-down approach with fewer decorative elements.

Smart Home Technology

As technology continues to advance, smart home technology has become increasingly popular in the home decor market. Smart home devices like voice-controlled assistants, smart thermostats, and smart lighting systems allow consumers to control their homes from their phones or other devices. These devices are often designed to blend seamlessly into the home’s decor, making them both functional and aesthetically pleasing.

Home Office Essentials

With more people working from home than ever before, home office essentials have become a must-have in the home decor industry players interested in marketing to interior designers. This includes comfortable and ergonomic chairs, adjustable desks, and storage solutions to keep the workspace organized. With remote work becoming a permanent fixture in many industries, home office decor is likely to remain a popular trend in the future.


Winning brands in the home décor space

The home decor market is a highly competitive industry, with many brands vying for the attention of consumers. In this article, we will explore some examples of home decor items brands that have stood out from the crowd and have become household names. marketing of home décor products is often a structured activities and learning from the best is the way to go.


On the budget value for money end of the spectrum, Swedish furniture behemoth IKEA needs no introduction: the stores feature big and small home improvement items offered at an affordable price and have a massive international footprint, in many countries the company offers a service of in-store interior designer that helps clients navigate the huge catalogue and helps sell-out IKEA products. The companies produces home appliances as well, making it a 360 degrees supplier.

West Elm

West Elm is a furniture and home decor brand that offers modern and stylish products for a range of budgets. The brand is known for its collaborations with independent designers and artists, as well as its commitment to ethical and sustainable manufacturing practices. West Elm has a strong online presence and has become a popular choice for millennial and Gen Z consumers who are looking for affordable and stylish home decor.


CB2 is a modern furniture and home decor brand that offers sleek and minimalist designs for the urban dweller. The brand is known for its affordable and functional products, as well as its commitment to sustainability and eco-friendly manufacturing practices. CB2 has a strong online presence and has become a popular choice for consumers who are looking for modern and affordable home decor.


Zara Home is a popular home decor brand that offers a wide range of stylish and affordable products for the home. The brand is a subsidiary of the Spanish fashion retailer Zara and was launched in 2003. Zara Home offers a variety of products, including bedding, towels, tableware, and home decor accessories, such as lamps, cushions, and rugs. Zara Home’s product range is known for its contemporary design, high quality, and affordability, making it a popular choice for consumers who are looking to update their home decor. The brand has a strong online presence, with a user-friendly website that makes it easy for customers to browse and purchase products. Zara Home also has physical stores in over 80 countries, including the United States, Europe, Asia, and the Middle East, making it accessible to customers around the world.


Winning Brand spotlight: Turkey’s Pasabahce

Pasabahce is a Turkish home decor lifestyle brand that has been in operation since 1935. The brand is known for its high-quality glassware, tableware, and home decor products that are sold all around the world. Pasabahce is a household name in Turkey and has become a popular choice for consumers who are looking for stylish and functional home decor products.

One of the key factors that have contributed to Pasabahce’s success is its commitment to innovation and design. The brand has a team of talented designers who work to create unique and innovative products that meet the needs and preferences of consumers. Pasabahce’s product range includes a wide variety of glassware, such as wine glasses, tumblers, and champagne flutes, as well as tableware, vases, and home decor accessories.

Pasabahce’s products are made using high-quality materials and are known for their durability and longevity. The brand uses a range of materials, including crystal, glass, porcelain, and ceramics, to create its products. Pasabahce also places a strong emphasis on sustainability, with a focus on reducing waste and using eco-friendly manufacturing practices.

In addition to its commitment to innovation and design, Pasabahce also places a strong focus on customer satisfaction. The brand offers a range of services to its customers, including a dedicated customer service team and a comprehensive after-sales service. Pasabahce also has a strong online presence, with a user-friendly website that makes it easy for customers to browse and purchase products.

Pasabahce’s success has not gone unnoticed, and the brand has received numerous awards and accolades for its products and services. In 2020, Pasabahce was awarded the “Brand of the Year” award at the Turkey Brand Awards, which recognizes excellence in branding and marketing. The brand has also received recognition for its innovative product design, with several of its products winning prestigious design awards.


Marketing Décor products and selling to interior designers

Define Your Brand Identity

Before you can market your home decor brand to interior designers, it is crucial to define your brand identity. This includes your brand mission, values, and aesthetic. Interior designers are constantly seeking new and unique products to offer their clients, so having a strong and recognizable brand identity can make your products stand out. Consider what sets your brand apart from the competition, whether it’s your use of sustainable materials, your commitment to high-quality craftsmanship, or your signature style.

Develop Relationships with Interior Designers

Building relationships with interior designers is key to successfully marketing your home decor brand. Attend industry events, such as trade shows and networking events, to meet and connect with interior designers. You can also offer to provide samples of your products to designers or offer discounts for first-time buyers. Make sure to follow up and maintain those relationships to ensure your brand stays top of mind for designers.

Create Compelling Marketing Materials

Your marketing materials should reflect your brand identity and appeal to interior designers. This includes product catalogs, lookbooks, and social media content. Showcase your products in different settings and provide detailed descriptions and specifications. Consider offering customization options for interior designers to tailor your products to their clients’ needs. Your marketing materials should be visually appealing and easy to navigate, so designers can quickly find what they need.

Offer Competitive Pricing and Customization Options

Interior designers are often working with tight budgets and unique client preferences, so offering competitive pricing and customization options can be a huge selling point for your brand. Consider offering volume discounts or special pricing for repeat customers. Providing customization options, such as color or size variations, can also be a valuable selling point for designers looking to create unique spaces for their clients.

Leverage Social Media

Social media platforms like Instagram and Pinterest are powerful tools for marketing your home decor brand to interior designers. Share images and videos of your products in use, as well as behind-the-scenes glimpses of your design and manufacturing process. Use relevant hashtags to increase your reach and engage with interior designers who follow your brand. Collaborating with influencers or hosting a giveaway can also help to increase your brand visibility and attract new customers.

In conclusion, marketing of home décor products and brands to interior designers requires a strategic approach that focuses on building relationships, offering competitive pricing and customization options, and creating compelling marketing materials. By staying true to your brand identity and leveraging social media, you can establish your brand as a go-to resource for interior designers seeking stylish and functional home decor items for their clients.

Ikono is the marketing of home décor product go-to agency

At Ikono we keep a keen eye on design and life-enhancing discretionary spending products and categories: we will help you build your home décor brand and market it to interior designers in order to get it in front of the most demanding costumers

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