Social Media Insights Drive Primark’s Latest Homeware Range
Primark has teamed up with Pinterest to introduce a new homeware collection inspired by the latest interior trends on the popular social media platform. This collaboration marks a significant step in how retailers are using digital insights to shape product development.
The partnership will see three carefully curated collections—Cosy Cottage, Minamaluxe, and Dainty Décor—launching across more than 100 Primark stores. The range features floral crockery, pastel bedding, and minimalist home accessories, all designed to reflect the most searched-for home décor trends on Pinterest.
For the first time, Primark customers will also have the option to shop the collection via Pinterest using a click & collect service, as the retailer continues to expand its digital shopping experience.
Tapping into Interior Design Trends
The launch follows Pinterest UK data showing over 12 million users engage with home décor content, with increasing searches for terms like ‘cosy cottage bedroom’ (+170%) and ‘whimsical bedroom’ (+130%).
To bridge the gap between online inspiration and in-store shopping, Primark and Pinterest are rolling out a marketing campaign featuring Pinterest Collages—an interactive tool that enables users to create mood boards incorporating Primark products.
Additionally, more than 70 Primark store windows will showcase Pinterest-powered visuals of the collections, enhancing the omnichannel shopping experience. Shoppers will also have the chance to attend exclusive in-store Pinterest Collage masterclasses throughout March in flagship locations, including London, Belfast, Liverpool, and Glasgow.
Affordable Trend-Led Interiors
Sinead McDonagh, Head of Design at Primark, highlighted the significance of the collaboration: “Pinterest is a go-to destination for home inspiration, but translating those ideas into reality—especially on a budget—can be challenging. At Primark Home, we’re dedicated to making stylish interiors accessible. Whether you love minimalism or playful patterns, our new collection makes it easy to update your space without overspending.”
Heather Clark, Head of Retail at Pinterest UK, added: “Inspiration has a new home—and it can be yours. We’re thrilled to see the latest Pinterest trends come to life through Primark’s collections. With growing interest in pastel palettes, understated luxury, and charming furnishings, our collaboration makes it easier than ever to bring these trends into real homes.”
Primark Expands Its Homeware Offering
The launch coincides with another major milestone for the retailer: the opening of its first-ever standalone homeware store in Belfast on 6 March. The new store will showcase Primark’s most popular homeware items, including bedding, towels, ceramics, and small furniture, reinforcing its commitment to affordable and stylish interiors.
With this latest move, Primark continues to position itself at the forefront of trend-led, budget-friendly home décor solutions, offering customers a seamless blend of online inspiration and in-store accessibility.
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