In time to spark interest ahead of the important back-to-school season, American Eagle on Friday launched an exclusive collection of bedding sets developed with college dorm and small-space supplies e-retailer Dormify, the company confirmed to Retail Dive.
The collection includes bedding sets, a duvet insert, pillows and throws made from shibori, velvet and metallic, are designed to mix and match, and three sets are exclusive to American Eagle, according to a press release emailed to Retail Dive.
The assortment is available through American Eagle's website and at its Union Square AE Studio store in New York City.
Home goods and furniture sales in general are flourishing, thanks to a healthy economy, low unemployment and a robust housing market — supported by many consumers' perceptions that spending in the category is an investment in their living spaces more than a splurge. Those sales, like so many others, are also increasingly moving online.
Dormify launched six years ago after a discouraging mother-daughter shopping trip for dorm room supplies. Co-founders Karen and Amanda Zuckerman have said that they "quickly realized that there wasn't much to offer that was both affordable and stylish" and set out to make Dormify a destination for chic dorm room and apartment décor. Part of their motivation was to simplify the experience with styled, shoppable looks online.
But the startup has also turned to brick-and-mortar to boost its reach. Earlier this year, Dormify announced a series of pop-ups, or "Style Studios," in New York City, Chicago and the Washington, D.C. area that ran last month. The company also partnered with Macy's three years ago. The Dormify collection is also not the first home goods offering from American Eagle; it's part of the teen apparel retailer's wider "AEO Apartment" assortment.
Whether or not this particular collaboration lands, the teen retailer has been performing well with customers, recording its 13th straight quarter of positive comparable sales, which boosted its operating margin and earnings growth and exceeded the company's expectations. The retailer's revamped loyalty and rewards program AEO Connected is also "much simpler, more engaging and provides better rewards," and is helping to attract new members and encourage a higher spend, according to GlobalData Retail Managing Director Neil Saunders.