Lowe’s Woos Style-Conscious Millennials with New Origin21 Decor Brand
Hardware stores aren’t usually the first place you’d look for trendy home furnishings. Historically, Lowe’s and other big-box home and garden retailers have kept things pretty tame in that department, sticking to basics designed to appeal to older Americans with more traditional tastes. But now, Lowe’s is looking to the next generation with a new line of home decor called Origin21. Crafted to appeal directly to millennials, the collection aims to provide modern “styles for every style” at affordable prices.
“Designed by Lowe’s for the stylish, trend-seeking millennial consumer looking to modernize their home style, Origin21 offers a refreshing approach to home decor, pairing function and beauty through on-trend items each season,” reads a press release. “The collection, which includes everything from throw pillows, rugs, and patio furniture to light fixtures, faucets, and faux plants, pulls inspiration from various styles. The pieces from Origin21 feature clean lines, soft curves, and natural materials that can stand alone or flow together in a single space. Architectural details and nods to midcentury modern and Scandinavian design round out the collection.”
A cruise through photos of the collection confirms that these items are more like what you’d expect to find at CB2 or West Elm than your local hardware store. We spot Japandi influences, minimalist pieces, lots of boho colors and textures, and a touch of midcentury modern. Even better, hundreds of these pieces are available at very pleasing prices, like the $628 Brennfield Egg Chair with upholstered cushions, the $219 Grayford 18-Light Brushed Gold Mid-Century Chandelier, a terrazzo vase for $19.98, and a 28-inch round wall mirror for $59.98.
Origin21 is part of Lowe’s goal to become a destination for all your home and garden needs, from the basics of building to the finishing touches. You could definitely complete an entire home makeover just with the Origin21 offerings, which even include things like modern peel-and-stick wallpaper, curtains, and wall art. Origin21 is the more youthful counterpart to popular Lowe’s house brand allen + roth, which similarly focuses on in-demand styles for less. Both lines are likely to grab the attention of millennials and other younger shoppers who might otherwise just be darting in for necessities like trash bags and lightbulbs.
This new focus on interior design trends is part of a larger effort on behalf of retailers to respond to the influence of social media, which has changed the way consumers decide to redecorate their homes. In the past, we had to flip through magazines or tour showrooms in person to take in the latest looks. These days, Pinterest, Instagram, and TikTok give us thousands of options to peruse in a matter of minutes, and click-to-shop buttons provide instant gratification. Trends develop and are disseminated faster than ever, and retailers have to stay hyper-connected to keep up.
That’s probably both a good thing and a bad thing. Good design is more accessible than ever, but trends come and go, contributing to disposability culture. Here’s hoping that retailers will make quality and durability as much of a priority as style and affordability, and that consumers will make purchases with sustainability in mind.
