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Disney introduces new dedicated homeware brand, Disney Home

Mouse in the house: Disney launches homewares range (Image: Disney Home)

Entertainment company Disney is introducing its own dedicated home and interiors brand to the UK, bringing a range of Disney, Marvel and Star Wars related homewares, furniture and design pieces to the UK market.

Disney will be selling the items through its own stores along with a new home décor subsection of its shopdisney website.

The Mickey Mouse brand will also be making the range available online and in-store across a range of third party merchants, including Amazon, Wayfair, Dunelm, Primark, Selfridges and Ruggable.

The move marks an interesting development for the home wares and furniture sector, seeing more brands look to capitalise on the boom in home décor sparked by the pandemic. As detailed in the RetailX Homeware 2021 sector report, the pandemic saw many brands move into the homeware space to make up for shortfalls in sales in their core businesses. Chief among these were fashion brands such as Asos, Missguided and Top Shop. Disney is the first entertainment brands to move in to the sector.

Teaming up with key retailers also rapidly disseminates this new homeware play for Disney and gives these retailers a boost in the now highly competitive homeware sector.

Liz Shortreed, Category Vice President, comments: “Disney Home offers families, fans and interiors enthusiasts the chance to style a little magic into their homes. We know that Disney storytelling has ignited imaginations for nearly a century, and this new brand brings together home décor inspired by some of our beloved characters from across our brands – from Minnie Mouse’s polka dots to the bold lines of The Millennium Falcon. Disney Home products have been thoughtfully designed to put the fun into functionality.”

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