Brands expand into wellness home decor

As the global wellness industry, now worth $3.7 trillion, continues to grow, expanded product categories offer brands the opportunity to market wellness to all areas of a consumer’s lifestyle. Accordingly, big brands are starting to branch into wellness-oriented home decor in an effort to tap into young consumers’ growing need for personal sanctuary amidst lives marked by constant connectivity and stimulation.


The Whole Foods in Bridgewater, NJ is piloting Plant & Plate, a dedicated shop for wellness-leaning home goods that, if successful, will soon branch out to the New York metro area. Plant & Plate retails items such as pottery, plants, candles, and gardening products, all of which promote an atmosphere of crafted relaxation and self-care in the home. The physical store-within-a-store encapsulates the type of elevated yet earthy minimalism associated with the global wellness consumer’s aesthetic and appeals to young people who seek shopping environments and experiences that promote a sense of wellbeing.


Minimalist Swedish retailer Ikea recently debuted HJÄRTELIG, a limited edition collection of seemingly hygge-inspired furniture intended to allow young consumers to cultivate mindfulness in their homes, as 54% of U.S. Trendsetters seek out spaces that are peaceful/calming. The HJÄRTELIG line offers a range of items including delicate pieces of furniture made with airy materials, atmosphere-enhancing decor, and yoga accessories, all in a range of soothing neutrals, cozy textures, and natural finishes.


Lululemon’s youth-targeted brand ivivva released a 40-piece furniture collection in collaboration with Pottery Barn last fall. The PBteen line’s aesthetic deviates from the aforementioned and highly neutral Whole Foods and Ikea lines and instead features bedding and functional dorm room decor that comes in bold prints, a palette of pastels, and an emphasis on positive messaging. Designed with the active girl in mind, the line encourages Gen Z’s young and restless consumer to find down time in lounge-inspired spaces.