As it takes a more whole-home approach to business, Lowe’s is launching Origin21, a new, exclusive home decor brand designed as an approachable, value-added modern collection that will arrive as part of the company’s House of Style campaign.
Lowe’s House of Style marketing campaign incorporates Origin21 and the retailer’s established Allen+Roth brand, the company pointed out. Origin21 features indoor and outdoor furniture, and home decor with just a few housewares items in the storage and servingware segments included, at least at this point.
Lowe’s is emphasizing that it can help consumers address their domestic spaces from inspiration to installation to completion by offering everything necessary to execute and finish their home projects. As such, it asserted, Lowe’s can help consumers reimagine and recast their households to reach full potential.
Origin21 design features clean lines, soft curves and natural materials that can stand alone or flow together in a single space, according to Lowe’s. Architectural details and nods to mid-century modern and Scandinavian design inform the collection. Lowe’s noted that it designed Origin21 to complement the Allen+Roth collection,, which features classic and traditional looks. Origin21 has begun rolling out to Lowe’s stores and online.
“While the line’s name pays tribute to 1921, the year of Lowe’s founding, Origin21 brings fresh modern style, designed to add the finishing touch to any room across the home,” said Sarah Dodd, Lowe’s senior vp, global merchandising. “We’re excited to bring Origin21 to our customers, which is just part of our larger goal to offer consumers everything they need to finish their home improvement projects, all at an exceptional value.”