Zara Home’s integration into Zara starts in the UK
today Sep 10, 2019
Inditex announced the news as it presented its latest financial results on 13 March. For the first time in its history, the Spanish group was presenting its Zara results together with Zara Home.
“The long-term goal is to consider Zara Home as a fourth section of Zara,” former Inditex chairman Pablo Isla announced then. His words heralded a new era, with Zara Home not only becoming part of Zara for accounting purposes but also launching homeware products in the clothing brand’s stores.
The move was both strategic and logic, motivated by the brands’ “growing synergies,'' explained Pablo Isla in March. As part of the change, Zara Home will continue to trade from its own ecommerce website and 603 physical stores (including 524 owned shops and 79 franchises), whilst simultaneously launching select product lines and homeware items in some Zara stores, joining the existing Woman, Man, TRF and Kids collections. The strategy has already been rolled out in a number of Zara flagship stores in London, Saint Petersburg and Madrid.
Zara Home’s first online debut on Zara.com will take place in the UK market on 17 September, according to the brand’s website. This will see the group’s largest chain add a selection of home accessories and fragrances to its online offering, with prices remaining in line with those from Zara Home. Inditex is accelerating its efforts in the homeware market, following in the footsteps of rivals H&M, Primark and URBN (which owns brands including Urban Outfitters and Anthropologie), all of which have firmly established themselves in the homeware and lifestyle categories.
To celebrate the launch, Zara has opened an installation at Shoreditch Electric Light Station in London, where it will present its new Autumn Winter collection alongside a pop-up coffee shop hosted by Rochelle Canteen. Opening on Friday 13 September until Sunday 15 September, the event will take place on the evening before the range launches on Zara.com.
Inditex founded Zara Home more than 16 years ago, and in October it overhauled its leadership team with the departure of Eva Cardenas, who was replaced by Lorena Mosquera. According to the latest available accounts, sales at the chain reached 383 million euros in 2017, whilst Inditex racked up total revenues of 7.91 billion euros during the same period. In 2018, the Spanish retailer incorporated Zara Home into the Zara brand, revealing combined net sales of 18 billion euros.
This is the latest development in a series of changes at Zara Home. In recent times, the homeware chain has branched out into a new category with the launch of Zara Home Business, a service that provides styling solutions for companies. The brand has also recently added kitchenware to its offering, including pieces designed in-house and from various collaborations. The new proposition is presented under ‘Selected Brands’, which brings together items from Italian company Smeg, Belgian kitchen and cookware brand Berghoff and cutlery specialist Arcos. Finally, Zara Home has teamed up with global publisher Phaidon to publish a series of cookbooks.