Home goods mass merchant At Home has linked up with athlete, author and television personality Laila Ali for a line of affordable home goods. The collection includes hundreds of items, including wall art, bedding, decor and kitchen and dining ware, starting at $4.99.
The line is the first home goods collection for Ali, who also has apparel, beauty and nutritional supplement businesses. The selection’s color palette of blues and neutrals was pulled from Ali’s own wardrobe, including runway looks. The design of every item was created with families and working moms in mind.
“Laila has brought together the mindset of a world champion athlete and her passion for modern living to create her first lifestyle collection exclusively with At Home,” said Chad Stauffer, chief merchandising officer for At Home. “This collection is chic, boldly feminine and impeccably curated. Customers can get elevated designs and a luxurious look at a great price.”
This line is the latest collaboration for At Home, which also has collections with fashion designer Tracey Boyd—which launched earlier this year—and HGTV star Grace Mitchell. Celebrity home goods lines have become big business for mass merchant retailers in recent years, with chains including Target, Bed Bath & Beyond, and JCPenney launching collections with design stars and other notable names.
While many celebrities lend their name and likeness only and don’t actually work on licensed lines, Ali took a hands-on approach, collaborating with At Home’s trend and buying teams on color, print and pattern for each item. That led to the inclusion of several exclusive prints that incorporate her iconic butterfly, which was inspired by her father Muhammed Ali‘s famous quote, “Float like a butterfly, sting like a bee.” She also worked with At Home’s merchants and factories to develop environmentally clean kitchen items, as well as marble and natural stone serving pieces.
“I’m all about encouraging people to be the greatest version of themselves by living their healthiest lifestyle,” Ali said. “Now more than ever, home is a sanctuary, and I collaborated with the At Home creative and merchant teams to help customers create a place to recharge and refresh. This line is modern and refined, yet still inviting and comfortable.”
The At Home x Laila Ali line is now available in At Home stores, as well as online.