Primark and Pinterest team up for new trend-led homeware range

Primark has partnered with Pinterest to launch a new homeware collection inspired by trending interior searches on the platform, marking a shift in how retailers are integrating social media-driven insights into product development.

The collaboration will see three trend-led collections—Cosy Cottage, Minamaluxe, and Dainty Décor—rolled out across more than 100 Primark stores.

For the first time, customers will also be able to shop the range directly via Pinterest through click & collect, as Primark continues its push into online shopping.

The launch follows Pinterest UK data showing that more than 12 million users engage with home décor content, with rising searches for terms like ‘cosy cottage bedroom’ (+170%) and ‘whimsical bedroom’ (+130%).

The three collections aim to tap into these trends with products including floral crockery, pastel bedding, and minimalist home accessories.

To further integrate the online and in-store experience, the pair are launching a marketing campaign featuring Pinterest Collages — an interactive tool allowing users to curate mood boards with Primark products.

The partnership will also be promoted across more than 70 Primark store windows, with Pinterest-powered visuals showcasing the collections.

The collaboration will be further supported by a series of in-store Pinterest Collage masterclasses throughout March, hosted in the retail giant’s flagship stores in London, Belfast, Liverpool, and Glasgow.

Primark head of design Sinead McDonagh said: “Pinterest is where so many of us go for home inspiration, but sometimes turning those saved Pins into reality isn’t always easy, especially on a budget.

“That’s why at Primark Home, we’re committed to making trend-led interiors affordable and effortless. Whether you prefer a minimalist vibe or playful patterns, here’s how to bring the latest trends into your space without breaking the bank.”

Pinterest UK head of retail Heather Clark added: “Inspiration has a new home. Spoiler, it can be yours. We’re so excited to have inspired Primark’s new range with the trends on our platform – Cosy Cottage, Minamaluxe, and Dainty Decor.

“We’ve seen searches rise for pastel palettes, an understated luxury aesthetic and darling furnishings and with new ways to shop Primark’s trend-certified home range, it’s now even easier to bring this inspiration to life. We can’t wait to see these trends in your home this Spring.”

The launch comes as Primark readies to open its first standalone homewares store on 6 March in Belfast city centre.

It will stock some of the high street giant’s most popular homeware items, including bedding, towels, ceramics and small furniture.

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