Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

Why Are Fashion Brands Piling Into Homeware?

This week, luxury brands staged an avalanche of activations around Milan’s Salone del Mobile aiming to tap an opportunity that is as much about brand development as driving furniture sales.
Queues of people line the street outside the Bottega Veneta store in Milan during Salone del Mobile.
Queues of people line the street outside the Bottega Veneta store in Milan during Salone del Mobile. (Bottega Veneta)

The Salone del Mobile design fair has become such an important platform for fashion brands that, this week, Bottega Veneta closed its flagship on Milan’s Via Montenapoleone and transformed it into an art installation.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Luxury
How rapid change is reshaping the tradition-soaked luxury sector in Europe and beyond.

Hermès ‘Game’ Leaves a Bad Taste

In this week’s High Margin luxury newsletter: A softening resale market for Birkin and Kelly bags poses questions for luxury powerhouse Hermès. Plus, a run on Chanel’s stores during Paris Fashion Week.


view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.
VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON