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E-commerce

The Home brings iconic Australian designer online

Flash sales site, TheHome.com.au, has partnered with iconic Australian brand Florence Broadhurst to host a permanent online shop.

The Florence Broadhurst shop will be a permanent fixture on TheHome.com.au, and will feature current season products from the iconic range. It’s a departure from the traditional flash sales model, which means a curated range of products are only available for a week at members-only prices.

“We are so excited to be the official online store for Florence Broadhurst in Australia, and look forward to helping Aussies ‘florify’ their homes,” said Alexandra Mills, CEO of TheHome.com.au.

The Florence Broadhurst store features a range of products from bedding, furniture, stationary, luggage to sleepwear and jewellery.

Florence Broadhurst made history with her distinctly bold and timeless designs when she launched her high-end wallpaper studio in Sydney. Broadhurst entered a new career as a designer at the age of 60, after having previously travelled the world as a singer, vaudeville entertainer and a French couturier.

TheHome.com.au, Lux Group

The flamboyant globetrotter stated that her mission was to “colour Australia” with her vibrant designs, which were heavily inspired by her travels and varying personal experiences.

“The Florence Broadhurst design library which spans two decades and includes 530 original designs, contains designs which are boldly glamorous, contemporary and eccentric,” said Mark Smale, CEO of Signature Design Archive (SDA), who hold the exclusive licensing rights for Florence Broadhurst.

“We couldn’t think of a more appropriate e-commerce retail partnership than to see her designs and brand presented in beautiful collections offered by The Home. We are absolutely delighted to have formed a partnership with a company of their calibre. The collections they are planning to offer are simply amazing. We cannot wait to see the reaction of interior designers and consumers to their offering of Florence Broadhurst incredible product,” Smale said.

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