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Asos Looks to Take its On-Trend Offering into Home Goods With New Private Label Line

Asos has been one of the top on-trend clothing destinations for millennial shoppers since its launch in 2000, and now it looks like the company is gearing up to create that same excitement around a new line of home goods offerings.

The U.K.-based e-tailer is currently recruiting homeware designers to work on developing products for a new eponymous collection that will include textiles and ceramics, according to Hello magazine. The collection is expected to launch in 2019.

Though there’s been quiet buzz about the venture for weeks, the company has yet to make an official statement. However, according to Hello, Asos did hint that it would be introducing a “roster of new home accessory brands, as well as completely new Asos brand coming in 2019.”

The e-commerce retailer already has an assortment of home goods on its site from an array of home goods designers, including pillows from home decor brand Sass & Belle, textured rugs from French label Pimkie and colorful beddings from the likes of Hashtag and New Look, but the new line would be one of Asos’ own.

The home goods expansion marks the third major move Asos has made in recent months to expand its in-house offerings. In September 2017, the company launched its own line of beauty and grooming products, Asos Design Makeup. And last March it unveiled 4505, its private label activewear collection for men and women.

Asos has been paralleling its expanding online offerings with off-line customer incentives, too. In October, the company began offering same-day delivery to its U.K. customers. One month after that, it implemented its try-before-you-buy policy, which lets shoppers order whatever they choose from the website and only pay for the things they decide to keep once the order arrives.

All this has added up to revenue growth. The company beat expectations for sales growth over Christmas 2017, and reported sales up 30 percent to 790.4 million pounds ($1.1 billion) in the four months, ended Dec. 31.