Coles moves into homewares

In a move that might unsettle some retailers, Aussie Supermarket chain Coles is introducing a limited edition homewares range starting at just $2.

Over the next four weeks, besides the usual grocery items, customers will find chic decorator pieces, stylish cookware, elegant bathroom accessories and designer storage solutions in the supermarket aisles.

Coles chief executive for commercial and express, Greg Davis, says the homewares range pays tribute to the company’s origins 105 years ago as ‘Coles GJ and Co: Fancy Goods and Drapers', a single store in Melbourne’s inner-city Collingwood.

“For more than a century Coles has been constantly evolving to meet customer needs and we’re committed to continuing that legacy of innovation,” he says.

“Over the past year we have launched hundreds of new products that customers have never seen on our shelves before, across areas like health foods, prepared and ready-to-cook meals, personal care, and meat alternatives.

“In July and August, the Your Home Collection will transform the Coles shopping experience, giving our customers the chance to pick up products that they will love in their home.”

The Your Home Collection will feature 101 homewares items ranging from cushions and throw rugs in on-trend colours of grey, sage and coral, to lamps, vases and picture frames, all priced from $2 through to $30.

“We think customers are going to love the new homewares range, and it’s another great example of how we are inspiring customers by offering them something that’s not only great quality and value, but goes beyond what they expected when they walked into our store,” adds Davis.

The new collection will be in store until 25 August.