The apparel brand is debuting home goods on its website, focusing on Instagram-worthy and DTC brands to cater to millennial taste

Madewell, J. Crew’s little sister company geared toward millennial shoppers, is launching its sale of items for home. The home collection comes via a partnership between the retailer and direct-to-consumer home goods company, Snowe.

Offerings will include a wide range of items, from bed and bath necessities like sheets and towels to kitchen accessories like cheese boards. The items are designed and curated with a millennial market in mind, hoping to appeal to this influential demographic as it ages and becomes more interested in home wares, and accordingly features DTC brands and Instagram-friendly aesthetics.

Madewell is currently testing out multiple different expansions like this one, including a foray in to men’s wear. Moreover, in an attempt to continue its company-wide growth, J. Crew is focusing its efforts on growing the successful brand, establishing a few different brand changes, expansions and partnerships.

Madewell

Snowe

Madewell, J. Crew’s little sister company geared toward millennial shoppers, is launching its sale of items for home. The home collection comes via a partnership between the retailer and direct-to-consumer home goods company, Snowe.

Offerings will include a wide range of items, from bed and bath necessities like sheets and towels to kitchen accessories like cheese boards. The items are designed and curated with a millennial market in mind, hoping to appeal to this influential demographic as it ages and becomes more interested in home wares, and accordingly features DTC brands and Instagram-friendly aesthetics.