31 Oct LUYA LOVES… HOMEWARES
This month on LUYA LOVES, we’re talking all about homewares which is admittedly, a recurring topic of conversation amongst our team. Not only do we work with one of the fastest growing homewares brands in the UK, but we are always sharing our new interior finds as a team.
So, here’s a round-up of our go-to brands for aesthetic and affordable homewares, for all interior design schemes, with a nod to some of their incredible PR achievements (our own included!)
Søstrene Grene
It goes without saying that we’re all utterly obsessed with Søstrene Grene here at LUYA. The brand specialises in monthly products drops of affordable homewares and hobby & craft items, inspired by Scandinavian designs and centred around the Danish notion of ‘hygge’.
As a brand especially close to our hearts, having been involved with its UK store roll outs since 2017 and now also working on national PR, you may say we’re slightly biased… But it only takes one visit to a store to experience the unique shopping experience, fit with a labyrinth layout, subdued lighting and classical music, to fall in love with its products. Better still, all products are now available to shop online too!
We’re currently rolling out a 360 approach to media relations, communications and marketing. This includes consumer PR, regular product pitching, B2B comms and media profiling, collection launches and event planning. Featured already in the likes of Forbes, The Times, Ideal Home, Sheerluxe, Real Homes and BBC Radio 4’s Gap Finders.
We’ve also recently launched the brand’s Sister Network to the UK, a collection of likeminded content creators, as part of our influencer outreach!
Credit: @haydesign via Instagram
HAY
On the subject of Denmark, HAY is another of our favourite go-to brands for Scandi-inspired homewares. From lighting and furniture to accessories, HAY’s collection of high quality, design-led products are always bold in colour, with tons of personality.
HAY has partnered with some amazing brands for limited-edition collaborations, such as this year’s collection of contemporary lighting with Liberty. We’re also loving seeing their outreach to content creators who really fit with the brand’s Scandi and minimalistic vibe, which creates even more décor inspo for us!
Maison Flâneur
Described as a ‘treasure trove of homeware and furniture’, we couldn’t agree more. Better still, if you’re a travel enthusiast like us, you’ll love Maison Flâneur’s approach to showcasing some of the world’s most stunning boutique hotels and their interiors, with inspiration on how to essentially achieve the look. It combines culture, architecture, interior design and world travel, with over 200+ homeware brands to browse through.
Taking the likes of Architectural Digest by storm, with product features and trend-led articles, we are seeing the brand everywhere in not just a consumer capacity, but across A&D titles, as well as the hotel trade.
Credit: @hkliving via Instagram
HKLiving
Dutch interior brand, HKLiving, offers bold and abstract products, with a range of limited-edition collaborations which are available to shop at several online retailers, such as Trouva or Folk Interiors. We particularly love their glassware and ceramics, which are perfect for hosting dinner parties or creating colourful open kitchen shelving. The Times even noted them as one of the best brands to buy glassware and crockery for under £50!
Hudson Home
The award-winning UK independent homeware brand specialises in timeless, long-lasting pieces. Based in the Midlands, Hudson Home is family-run and approaches affordable natural, refined interiors that outlive trends. It’s also the perfect place to get your hands on some intricate Christmas decorations that compete with the likes of ZARA Home’s prices.
User generated content is one of the main reasons we came across this brand, which shows just how successful their continued influencer gifting has been for brand awareness – especially with a focus on renovations and DIY projects!
Credit: @glassette via Instagram
Glassette
Last but not least… Another LUYA fave. Created by broadcaster, columnist and fashion & interiors expert, Laura Jackson and one of the key players in the fashion & lifestyle industry, Daniel Crow, Glassette is a place to find beautifully curated collections. It’s fast become one of the UK’s leading homewares marketplaces since its creation in November 2021 and has an ever-so aesthetic Instagram feed.
From profiles on ELLE and British VOGUE to a pop-up that’s just launched in Selfridges named, ‘House of Glassette’ – we’re always feeling inspired by this brand!