In an era of fierce competition and cluttered markets, small home and housewares brands must be highly strategic with their home and houseware public relations efforts to capture attention and carve out a niche for themselves. Unlike their larger counterparts, they don’t have the luxury of hefty marketing budgets, but with smart PR strategies, small brands can stand shoulder to shoulder with industry giants. Effective PR allows these brands to tell their unique stories, connect with consumers on an emotional level, and ultimately drive sales.
The home and housewares industry includes a broad array of products—from kitchen gadgets and furniture to bedding, decor, and appliances. While larger brands often dominate the space, small and emerging brands are finding their own ways to break through the noise with creativity, compelling storytelling, and powerful media relations. This op-ed delves into how small home and housewares brands can leverage PR to gain visibility, drive engagement, and grow their businesses.
The Power of Niche PR: How Sphynx Revolutionized Personal Care
Take Sphynx, a small home and personal care brand that revolutionized the way people think about portable shaving. Their flagship product, a compact and convenient shaving kit, is a standout example of how PR can turn a niche product into a beloved brand. In a category dominated by big players like Gillette and Schick, Sphynx focused on carving out a unique space for itself, emphasizing convenience, portability, and eco-friendliness.
Sphynx’s PR campaign centered around making the brand accessible and relatable to young, on-the-go consumers. The brand tapped into influencer marketing and partnered with prominent lifestyle influencers on platforms like Instagram and TikTok to showcase how the product fits into a busy, modern lifestyle. These influencers didn’t just showcase the product—they told personal stories about the challenges of shaving on the go and why Sphynx was the perfect solution.
Additionally, Sphynx’s PR efforts were designed to tell a compelling brand story. The founder, a former designer, and the product’s journey were positioned as a reflection of entrepreneurial spirit and innovation. By humanizing the brand, Sphynx’s PR campaign helped create an emotional connection with its audience.
Leveraging Trendspotting: West Elm’s Success with PR and Sustainability
When it comes to the home and housewares space, a brand that consistently executes excellent PR is West Elm. Known for its modern designs and focus on sustainability, West Elm’s PR strategy revolves around aligning the brand with key consumer values, including sustainability, ethical sourcing, and innovative design. West Elm strategically collaborates with emerging designers, social enterprises, and artisans, creating a narrative that celebrates inclusivity, craftsmanship, and environmental consciousness.
For example, West Elm’s collaboration with the non-profit organization, Aid to Artisans, brings attention to their commitment to fair trade practices. Their PR campaign emphasizes their partnerships with artisans across the globe, highlighting stories of how these collaborations are positively impacting local communities. This allows West Elm to promote more than just beautiful furniture—it allows them to tell an inspiring, socially-conscious story that resonates with a growing segment of consumers who are increasingly concerned about sustainability and ethical production.
Their use of media outreach is another key element of their success. West Elm products are regularly featured in top-tier publications such as Architectural Digest, Vogue, and Elle Decor. Their PR team capitalized on the growing trend of sustainable living and positioned the brand at the intersection of great design and environmental stewardship. West Elm’s approach shows how small and mid-sized brands can tap into the right media outlets, highlighting key trends that align with their brand’s values.
Using Social Proof to Build Trust: The Case of Parachute Home
Parachute Home, a direct-to-consumer bedding and home essentials brand, is another excellent example of how Public Relations can amplify a brand’s growth in the crowded home goods market. Founded by entrepreneur Ariel Kaye in 2014, Parachute has grown rapidly by offering high-quality, sustainable products that appeal to the modern, design-conscious consumer.
Parachute Home’s PR strategy focuses on the importance of social proof and building relationships with influential journalists and bloggers in the home and lifestyle space. From the start, the brand’s PR team worked tirelessly to secure media placements in key design publications like Apartment Therapy, The Spruce, and House Beautiful. Their product was consistently positioned as an affordable yet luxurious alternative to traditional high-end bedding brands.
What sets Parachute apart in their PR efforts is the attention to customer satisfaction and testimonials. They use customer feedback not only to improve their products but to promote the voice of the customer in their marketing. This has been amplified by influencers who post glowing reviews of Parachute products across social media platforms, further driving word-of-mouth marketing.
Parachute Home’s PR campaign highlights the power of community and social proof in today’s digital-first landscape. By utilizing user-generated content and customer testimonials, Parachute has been able to humanize its brand and generate organic buzz. This strategy helped them become a leader in the competitive home goods market, with a loyal customer base that trusts the brand’s commitment to quality and customer satisfaction.
For small brands in the home and housewares sector, PR is an invaluable tool for standing out and building a loyal consumer base. By aligning their product offerings with the values and needs of their target audience, brands like Sphynx, West Elm, and Parachute Home have proven that effective PR can significantly impact a brand’s growth. These companies demonstrate the power of storytelling, trendspotting, and social proof in crafting a PR campaign that drives awareness, fosters brand loyalty, and boosts sales. Small home brands can learn from these examples by being intentional with their PR efforts, tapping into the power of influencers, and telling their brand story in a way that resonates with their customers.
