Lowe’s is rolling out its latest home décor private label program – Origin21 – and if it didn’t go to the end of the world to introduce it, it went to the ends of Texas at least. Marfa, Texas that is.
Debuting in its 2,000 stores and online starting today, Lowe’s took Origin21 to the fabled west Texas town known for its art installations for a one-day only presentation.
While as a marketing and design statement the display in Marfa is bound to get much social media attention, Origin21’s more serious role in expanding the big home improvement chain’s efforts in the home décor area is more meaningful. Lowe’s has targeted the home furnishings area as an important growth area as it looks to expand its business and gain market share from its larger arch-rival Home Depot. Depot too has been trying to step up its efforts in home décor, not only to combat Lowe’s more aggressive stance but also to take business from other non-DIY players like Walmart, Target and Bed Bath & Beyond.
“The Origin21 program fits into our total home strategy,” said Marisa Thalberg, executive vice president and chief branding and marketing officer for Lowe’s. “This represents our next great step.”
The program is the retailer’s first true exclusive house brand in the modern home décor sector, its name an homage to Lowe’s founding in 1921. It is a wide-ranging offering, encompassing indoor and outdoor furniture, lighting, floor coverings, soft home, tabletop accents and even bathroom hardware. Pricing is being described as surprisingly affordable.
The line will be featured prominently in stores with showcase vignettes near entrances but most individual pieces are shown in their respective departments within the store. Online shoppers can see Origin21 on its own landing page or find items within product-specific searches.
The Marfa display, which took place earlier this week, juxtaposed an Origin21 room setting nearby the famed Prada art installation in Marfa that has been a landmark of the town for decades and suggests an actual shoe store but is in fact just an art piece. Unlike the Prada installation, the Lowe’s display was for one-day only and those interested in seeing the Origin21 collection in person will have to visit their local neighborhood Lowe’s store…infinitely more accessible than the town of Marfa, to be sure.