Brand Machine Group dives into homewares, first up is US Polo Assn line

UK-based Brand Machine Group majors on fashion but has just announced its expansion into the global homewares category. Its new Soft Home & Lifestyle Department Division launches to wholesale this summer with US Polo Assn’s debut AW24 Homeware Collection.

But BMG isn’t moving too far from fashion and is emphasising the connection with its core category throughout.

The new Homeware Division is helmed by newly appointed Commercial Director Mike Barker with the company saying it’s “set to connect the dots between fashion and the global homeware industry with a unique blend of style, quality, and innovation”.

BMG will be introducing a range of homeware offerings from a number of “renowned brands across key territories” in Europe and explained that the venture will see “fashion seamlessly integrated into every aspect of the home, creating a harmonious blend of aesthetics and functionality. The European expansion into homeware marks a significant moment in the company’s journey”.

Company CEO Boo Jalil said the new division will benefit from “our expertise in brand manufacturing and licensing partnerships, as well as our commitment to delivering top-quality products”.

The inaugural US Polo Assn homewares offer has been created to “complement the brand’s classic, sport-inspired apparel line”. 

Key pieces include bedlinen with 400-thread count fabrics, plush towels in a 550gsm towelling weight, “opulent” bed throws, lounge throws, lounge cushions, and bedroom cushions.

Barker said of this that “it’s a brand-new division, so it’s very exciting coming in at the ground level. The big appeal for me is collaborating with internationally recognised brands and seeing how we can add to their appeal. Our goal is to curate a range of products that benefit these brands, but also be able to stand on their own, while setting new standards in the homeware industry”.

More brand partnerships are coming, along with other personnel appointments and categories such as home fragrances. 

BMG’s current portfolio of owned and licensed brands also includes Penfield, New Balance Kids, Duchamp, Jack Wills, Flyers American Born, Lee Kids, Peckham Rye, Wrangler Kids, Juicy Couture, Franklin & Marshall, Elle Junior and Ben Sherman.