H&M adds home to its fashion line-up

H&M, the giant Swedish retailer known for its jaw-droppingly cheap prices on lace-trimmed sweatshirts and biker pants, is looking to fill not only your closet but also your living room.

Last week, H&M announced that its line of home items (previously available only in Europe) is being offered to American customers online. In addition, four large H&M American stores will stock velvet bedspreads, floral curtains, organic baby blankets, printed trays and metallic pillows starting this fall. One of those will be H&M’s new, larger location at the Shops at Georgetown Park, which will be opening in November.

“We are hoping to reach the same customers we have now for our fashions,” said Marybeth Schmitt, a spokeswoman for H&M, which has 278 stores in the United States. “But we are also hoping to speak to even more new customers with this home collection.”

Prices for the 600 home items range from $1.29 for a cloth napkin to $129 for a bedspread.

The home and design coverage of Jura Koncius has taken her inside hundreds of homes, from tiny studios in Penn Quarter to country castles in Warrenton. Jura also hosts the Home Front live chat, Thursdays at 11 a.m. ET.

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