Lowe’s unveils exclusive home décor brand

Lowe’s Cos. continues to capitalize on the booming market for home décor.

The home improvement retailer has launched its first modern style exclusive brand, Origin21.  The product lineup includes throw pillows, rugs and other home décor accents along with patio furniture, lighting, and seasonal, outdoor living and lawn and garden items. The collection will also feature permanent categories, including vanities and quartz, with plans to expand into other, long-term home investments.

The new collection joins Lowe's existing home décor private brand, allen + roth, which has a more traditional look. Both brands are part of the retailer's ongoing push into the home decor market and part of its House of Style campaign.

Items in the new Origin21 collection feature clean lines, soft curves and natural materials that can stand alone or flow together in a single space. Architectural details and nods to mid-century modern and Scandinavian design round out the collection.

“While the line's name pays tribute to 1921, the year of Lowe's founding, Origin21 brings fresh modern style, designed to add the finishing touch to any room across the home," said Sarah Dodd, Lowe's senior VP, global merchandising. "We're excited to bring Origin21 to our customers, which is just part of our larger goal to offer consumers everything they need to finish their home improvement projects, all at an exceptional value."

Lowe’s is coming off a busy two weeks. At the end of January, it announced a partnership with Petco Health and Wellness Company on a pilot program to open in-store Petco shops inside Lowe’s locations. And earlier this week it launched a rewards program for its professional customers.

[Read More: Lowe’s partners with AARP to become aging-in-place retail destination]