Matalan has launched a new, online-only home brand, Matalan Direct. The fashion and homewares retailer will offer furniture and larger home items outside of Matalan’s existing accessories range. A subsidiary brand of Matalan, Matalan Direct will operate as a separate online entity.
Initially launching with bathrooms and bathroom furniture, the Matalan Direct range will gradually expand into a complete home furnishings and improvements destination.
Commenting on the new venture, Jason Hargreaves, Managing Director of Matalan, said: “We are looking to cater for Matalan’s existing 12.5m customer base who are already highly engaged by the brand’s successful and fast-expanding homeware offering. Matalan Direct feels like a very natural expansion for Matalan and its positioning will complement our ‘Made for Modern Families’ proposition and offer customers the quality that they have come to expect from us.”
In an attempt to offer a seamless, one-stop research to purchase experience, the site’s structure breaks the generic ‘website and bolt on blog’ mould. Focusing on integrated commerce and content, tailored articles and inspiration sources are built into the product journey to guide and inform the user at their convenience.
“By opting for an online platform, Matalan Direct will be able to offer an ever-expanding range of products without the restrictions of in-store on-boarding constraints. Our target is to give customers maximum choice and convenience whilst remaining affordable which is why our range will retain our value price point but will also offer options to suit any budget” added Hargreaves.