At Home launches private label home décor

The debut collection of At Home’s Honeybloom private label brand includes products for kitchen, dining, entertaining, living, bedroom, entryway and outdoor.

DALLAS —At Home has launched a private label modern farmhouse line of home décor called Honeybloom.

The collection includes products for nearly every room of the house, ranging from furniture and rugs to wall décor and seasonal items, with prices that start at $5.99. A video on the retailer’s website promotes the line as “inviting, lived in, simple but never boring” and one that celebrates family life, togetherness and warmth.

“Honeybloom celebrates life lived together and family and home have always been at the center of our company’s mission,” said President and Chief Merchandising & Product Officer Chad Stauffer. “As we continue to grow our business and introduce exclusively designed private label brands, we are focused on helping our customer find their own style in over 250 stores carrying the biggest selection at the best prices, every day.”

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Editor-in-Chief Allison Zisko first joined HFN in 1998 and spent many years covering the tabletop category before widening her scope to all home furnishings. In her current role, she oversees all aspects of HFN, including its print and digital products, and represents the brand at home and abroad through presentations, panel discussions and HFN’s podcast, The Inside Scoop.

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