Transform Your Space: A Comprehensive Guide to Home Décor Stores

1. Introduction: Elevating the Home Experience

The moment someone enters a beautifully curated space, it's clear that home decor is far more than just furnishing—it’s about fostering connection, identity, and comfort through design. In Britain, the home decor sector is already sizeable and steadily expanding, with the market projected to grow from around USD 25.7 billion in 2024 to USD 36.5 billion by 2033, a CAGR of nearly 4% imarcgroup.com. This is more than a statistic—it’s a signpost pointing to evolving consumer priorities and the power of well-designed environments.

Whether it’s a flagship showroom in London or a boutique retailer in a provincial town, a store selling domestic adornments presents a compelling opportunity. From showcasing the timeless allure of mid-century furnishings to the trending resurgence of Art Deco accents—as seen in Primark’s “Art Deco Edit” launching this autumn idealhome.co.uk—retailers can create not just merchandising, but storytelling. Every display becomes a microcosm of lifestyle, appealing to both pragmatic installers and design-conscious browsers.

Moreover, drawing inspiration from international design narratives remains influential: a DFS survey revealed that half of UK shoppers look abroad—to Sweden, Italy, or Japan, for styling cues, indicating the importance of diverse visual references thesun.ie. Recognising these influences and translating them into tangible store layouts and product selections offers a potent advantage. A home decor store, therefore, acts as a stylish curator and strategic storyteller, seamlessly linking global trends with local tastes.

This introductory section sets the stage for a deeper exploration: how retailers can combine market insights, savvy visual merchandising, and trend responsiveness to create spaces that resonate. Ahead, we'll unpack actionable strategies—from optimising product mix to leveraging storytelling through store design—providing professionals with clear, real-world guidance for thriving in a competitive market.

We’ll journey together through practical insights and concrete examples, ensuring that whether you operate a large chain or an independent boutique, you emerge inspired, informed, and ready to refine the in‑store experience in line with today’s dynamic home decor landscape.

Understanding Consumer Preferences

In the evolving world of home decor, understanding consumer preferences is crucial for any home decor store aiming to thrive. Modern consumers are increasingly interested in personalised and unique decor options, which demands that stores offer a diverse range of products to cater to varying tastes. Key insights into buyer behaviour can significantly influence product assortment and marketing strategies, ensuring greater customer satisfaction and loyalty.

The Rise of Sustainable and Ethical Choices

In recent years, there has been a notable shift towards sustainable and ethically sourced decor products. According to GlobalData, nearly 60% of consumers are willing to pay more for environmentally friendly products. This trend compels home decor stores to adapt by highlighting eco-friendly options and transparent sourcing. For example, UK-based interiors store Habitat has embraced this movement by offering recycled and sustainable furniture, gaining a competitive edge.

Embracing Technological Innovations

Incorporating technology into the shopping experience is another way home decor stores can meet consumer expectations. Augmented reality (AR) applications, for instance, allow customers to visualise how products will look in their homes before making a purchase. This feature not only enhances the shopping experience but also reduces return rates. IKEA's AR app serves as a prime example, allowing users to place 3D models of furniture in their living spaces, which has positively influenced consumer engagement and satisfaction.

Consumer Preference	Description	Example
Sustainability	Interest in eco-friendly and ethical products	Habitat's sustainable furniture range
Technological Integration	Use of AR for product visualisation	IKEA's AR app

The integration of technology and sustainability in a home decor store not only aligns with current trends but also builds trust with increasingly conscious consumers. As these examples illustrate, responding effectively to these preferences can result in improved customer experiences and stronger market positioning.

Ultimately, embracing these consumer preferences allows stores to not only remain relevant but also enhance their brand appeal in a crowded market. By focusing on sustainable products and leveraging technological innovations, the journey from display to decision becomes seamless and engaging for customers.

Understanding the Essentials of a Home Decor Store

When curating a well-appointed interior, understanding the essentials of a home decor store can significantly enhance the shopping experience. A home decor store isn't merely a retail space; it's a realm of creativity offering diverse styles and solutions for every aesthetic and functional need. With a plethora of options, these stores cater to various tastes, ensuring that each item contributes to a harmonious yet personalised living space.

Product Range and Diversity

A key aspect of any reputable home decor store is the extensive product range. From minimalist designs to bold, artistic pieces, the variety available allows customers to find items that resonate with their unique vision. For instance, IKEA's collection showcases Scandinavian simplicity alongside eclectic options, catering to a broad audience. The emphasis on diverse products helps homeowners experiment and blend different styles seamlessly.

Importance of Quality and Sustainability

Quality is paramount in home decor. High-quality materials not only ensure longevity but also lend a touch of sophistication and comfort. Sustainable decor has gained momentum, as environmentally conscious consumers prioritise eco-friendly options. According to Brit + Co, sustainability in design plays a vital role, with an increasing number of stores offering products made from recycled materials. By opting for such items, buyers contribute positively to environmental preservation while enjoying stylish interiors.

Personalisation and Customisation

A significant trend noted in contemporary home decor stores is the move towards personalisation and customisation. Consumers are drawn to products that reflect personal taste and style preferences. Many stores now provide bespoke services, allowing customers to tailor items to fit specific dimensions or colour schemes. This ability to customise enhances the shopping experience, enabling individuals to curate spaces that authentically represent their personalities.

Informed and Engaging Customer Experience

Enhancing the customer experience with informed assistance is a core principle in thriving home decor establishments. Knowledgeable staff can offer invaluable advice, guiding customers in making informed decisions that best serve their needs. Furthermore, interactive elements such as design workshops or virtual room simulations are becoming increasingly popular. These innovations provide clients with practical insights, ensuring they leave the store satisfied and inspired.

Ultimately, a visit to a home decor store is not just about shopping; it's a journey of discovery and creativity. By understanding the essential offerings and services, consumers can transform their living spaces into a reflection of their personal lifestyle and values.

4. Consumer Preferences and Market Dynamics

Building on the evolving landscape of home retail, it’s essential to understand the shifting expectations and preferences of consumers engaging with a home decor store today. In the UK, growth continues despite broader economic pressures: the home décor market is poised to hit approximately US$24.7 billion in 2025, expanding at a compound annual growth rate (CAGR) of around 4–5% through 2030 (Mordor Intelligence). Meanwhile, furniture alone accounts for roughly 31.5% of this market, with accessories and home accents posting faster growth—anchoring consumer interest in lower-commitment, high-impact updates (Mordor Intelligence).

Value Meets Quality

Many shoppers are budget-savvy yet discerning. According to Retail Week, over half of UK consumers intend to maintain or increase their spend on soft furnishings, typically budgeting £200–£500 annually. Notably, two-thirds are willing to invest more in quality and durability, emphasising that value is measured by longevity as much as cost (Retail Week).

Sustainability as Standard

Green credentials are no longer optional. A strong majority of buyers now expect transparency and environmental responsibility—from recycled materials and circular design to reduced emissions along the supply chain. Sixty-three percent of retail buyers prioritise suppliers offering such credentials, underscoring sustainability as a baseline rather than a differentiator (Retail Week).

Digital-First Transformation

The digital realm is reshaping how home décor is discovered and purchased. The UK furniture e-commerce market is surging, spurred by convenience and immersive tools like AR and VR. Digital platforms now offer virtual room planners and AI-driven recommendations that ease decision-making and reduce hesitation (Globe Newswire – Furniture Industry Report).

Seasonal and Style Flexibility

Younger consumers are driving more frequent, impulsive purchases—responding to seasonal refreshes and social-media-driven styling trends. A modern home décor environment must cater to these micro-updates with modular, DIY or “shop-the-look” collections that allow buyers to transform spaces quickly and endlessly (Retail Week).

These insights demonstrate how a home decor store must balance affordability, quality, ethical production, digital innovation, and adaptability to stay competitive. By aligning offerings with what modern buyers prioritise, retailers can build trust, encourage repeat visits, and foster long-term brand loyalty.

5. Navigating Market Trends and Consumer Preferences

Moving from product selection to the wider market context, it is clear that a growing appetite for home styling remains a resilient force, even amid economic pressures. In the United Kingdom, the home decor market in 2024 held an estimated value of approximately USD 23.4 billion, projected to climb steadily to USD 24.6 billion by 2025, with accessories and textiles showing particularly strong growth trajectories Mordor Intelligence. This uptick largely stems from hybrid working patterns that drive demand for comfortable yet functional home environments.

On a global scale, the home décor retail sector is booming, expected to reach between USD 750–960 billion in 2025, led by robust e-commerce penetration—accounting for nearly 40–48% of total sales—as well as younger, urban buyers gravitating toward sustainable and tech‑enabled offerings BusinessDojo. This highlights a huge opportunity for stores to adapt.

Key Trends Shaping the Landscape

• E‑commerce dominance: With digital sales soaring, home décor retailers must offer seamless online experiences, investing in mobile-friendly checkouts, immersive product visuals, AR previews, and strong search functionality.
• Sustainability and micro‑upgrades: Customers increasingly favour eco‑friendly materials and low‑commitment purchases like decorative accents, which allow for frequent refreshes at moderate cost Mordor Intelligence.
• Omnichannel agility: Blending physical showroom experiences—where customers can feel textures and test layouts—with digital services such as click‑and‑collect boosts satisfaction and conversion.

In real‑world application, retailers like Dunelm are already capitalising on these dynamics. The company leveraged advanced inventory analytics and expanded made‑to‑measure offerings to elevate average purchase values and grow market share; its online sales comprised 39 % of total revenue in early 2025 Reuters.

For a store aiming to stand out, pinpointing actionable strategies is essential. Enhancing digital merchandising, promoting compact sustainable accessories, and integrating data‑guided assortment planning can position a retailer to ride the wave of evolving consumer expectations. Ultimately, understanding both the macro trends and customer motivations ensures that a home décor store doesn’t just stock the right styles but connects meaningfully with modern shoppers.

Section 6: Embracing Digital Innovation to Enhance Customer Experience

Transitioning from macro‑trends and consumer motivations, we now delve into how leading home décor stores are leveraging digital innovations to elevate engagement, streamline operations, and boost conversion rates.

Omnichannel Excellence Through AI and Virtual Tools

Increasingly, omnichannel strategies are the cornerstone of a modern home décor store’s success. Retailers such as Dunelm report that omni‑shoppers—those blending online and in‑store visits—tend to spend significantly more than those shopping exclusively in physical locations, justifying investments in AI‑enhanced search engines and personalised recommendation engines mordorintelligence.com. Additionally, innovative tools like virtual showrooms and augmented reality features enable customers to visualise products in their spaces before purchasing, reducing returns and increasing confidence—an approach rapidly reshaping customer expectations imarcgroup.com.

Agile E‑Commerce and Click‑and‑Collect Convenience

As e‑commerce penetration in the UK home décor market nears 37%, leading players are simplifying the online path to purchase with mobile‑first checkouts and buy‑now‑pay‑later options—critical for high‑value items such as modular wardrobes mordorintelligence.com. Click‑and‑collect services for décor and hardware have surged nearly 40% year‑over‑year, reflecting consumer demand for quick, flexible fulfilment aligned with busy lifestyles and micro‑renovation projects mordorintelligence.com. Such capabilities allow a home decor store to meet shoppers where they are—whether on mobile or in‑person—with seamless convenience.

Case Study: Small Format Digital Transformation

A practical example can be found in Graham & Brown’s launch of a B2B e‑commerce platform powered by BigCommerce. Their site includes Quick Order tools, real‑time credit visibility, and custom mural creation. This streamlined self‑service approach reduced inbound call volume and order processing delays, demonstrating how digital investments can uplift efficiency and client satisfaction in a specialist décor segment imarcgroup.com.

Strategic Insights for Store Owners

• Integrate conversational AI or guided search features to drive personalisation and increase basket values.
• Offer high‑utility fulfilment options, including click‑and‑collect and flexible finance, for big‑ticket décor purchases.
• Consider VR or AR previews for consumers to visualise décor in situ, especially for lighting, rugs, or wall art.
• Empower trade or repeat buyers with tools like quick‑order templates, credit balances, and customisation features.

By embracing digital tools, from AI‑powered recommendations to agile fulfilment models, retailers can elevate the customer journey, aligning operations with modern expectations. A home decor store that seamlessly merges data‑driven suggestion engines with convenience and self‑service options will be positioned to deepen engagement and secure long‑term loyalty.

7. Leveraging Market Trends for a Competitive Edge

Building on the preceding sections, it’s now essential to examine how emerging market trends can be harnessed by a home decor store to stand out. Forward-looking retailers are tailoring their offerings and customer experiences in line with current consumer behaviours—both in-store and online—to maximise engagement and margin.

Understanding Growth Drivers and Consumer Demand

Recent data reveals that the UK home décor market is projected to expand significantly—from approximately US$53.74 billion in 2024 to about US$97.20 billion by 2030, implying a robust compound annual growth rate of 10.6% between 2025 and 2030 Grand View Research. Meanwhile, the broader home furnishing sector is forecast to grow from US$55 billion in 2024 to US$94 billion by 2030, with a CAGR near 9.6% Grand View Research. These figures underscore a sustained appetite for interior enhancement, especially in textiles and furniture.

Capitalising on Digital Innovation and Sustainability

Another significant trend lies in digital transformation. Digital sales in the home decor segment continue to surge—some retailers report digital channels now comprise over 40% of turnover, supported by immersive tools like AR visualisers and AI-driven personalisation IMARC Group. Equally, sustainability continues to capture consumer attention: products crafted from reclaimed wood, recycled textiles, or FSC-certified materials are increasingly preferred, offering both ethical value and marketing differentiation Mordor Intelligence.

Actionable Strategies for Store Owners

• Offer immersive online experiences through AR/VR tools that enable customers to visualise items in their homes without visiting a showroom, enhancing decision confidence.
• Curate eco-conscious collections with transparent sourcing stories—such as reclaimed-wood shelving or organic linen cushions—and highlight sustainability credentials prominently.
• Introduce limited-edition capsule collections aligned with trends like “cottage flow” or “city glow”, catering to diverse aesthetic preferences and creating urgency.
• Strengthen omnichannel engagement by blending digital personalisation with in-store expertise—e.g. appointment-based styling advice backed by customer preferences captured online.

By weaving these insights into daily operations—ranging from merchandising to digital strategy—a home décor store can not only meet but anticipate evolving consumer expectations, securing both loyalty and long-term growth.

8. Elevating the Customer Journey through Seamless Omnichannel Integration

Building on the forward-thinking strategies previously discussed, embedding a truly integrated customer experience remains paramount for any successful modern home decor store. Retailers who weave together digital and physical touchpoints not only differentiate themselves but also closely align with evolving consumer expectations.

Understanding the Omnichannel Imperative

Today’s shoppers frequently traverse between online platforms and brick-and-mortar locations, harnessing an average of six touchpoints before finalising a purchase. Research indicates that 73% of retail consumers engage across multiple channels during their shopping journey, demonstrating the critical importance of a unified strategy amraandelma.com. Omnichannel shoppers also exhibit higher loyalty: marketing campaigns spanning multiple channels can yield up to a 287% increase in purchase rates amraandelma.com.

Practical Tactics for a Cohesive Experience

• Implement BOPIS (“buy online, pick up in store”) to meet customer expectations—69% of shoppers have used BOPIS, and 80% of them make additional in-store purchases when picking up orders bigcommerce.com.
• Incorporate AR or virtual showrooms so customers can visualise products in their own space. Among home furnishings shoppers, tools like AR boost purchase confidence—47% reported feeling more assured when using such technologies bigcommerce.com.
• Leverage unified inventory and returns across channels. Shoppers are more inclined to complete purchases—especially online—when there are flexible return options such as free return shipping or extended windows bigcommerce.com.

Concrete Examples from Leading Retailers

IKEA’s Place app enables customers to visualise furniture in their homes via augmented reality, reducing returns and reinforcing purchase certainty. Meanwhile, IKEA’s integration of click-and-collect fulfilment, loyalty features, and stock visibility across app and in-store touchpoints exemplifies effective omnichannel deployment ienhance.co. Wayfair, originally an online-only brand, opened its first immersive brick-and-mortar store in 2024, merging physical browsing with digital strategy to engage customers more fully ienhance.co.

Transitioning Theory into Tangible Gains

Adopting omnichannel methods has demonstrable impact: omnichannel customers typically shop 1.7 times more frequently and contribute significantly higher lifetime value than single-channel buyers amraandelma.com. For a home decor store, this means each seamless interaction opens opportunities for upselling, repeat engagements, and deeper loyalty.

Integrating online and offline experiences—such as digital inspiration via social media followed by in-store styling appointments informed by online preferences—allows retailers to blend convenience and personalised service. This alchemy not only elevates the overall shopping journey but ultimately helps position your home decor store as a forward-looking, customer-centric destination.

Embracing Sustainable Practices in Home Decor

As awareness of environmental issues grows, more customers are seeking eco-friendly options in home decor. This shift has encouraged many home decor stores to embrace sustainability in their offerings and operations. For example, some stores have started sourcing products crafted from recycled or sustainable materials, such as bamboo and reclaimed wood, which reduce the carbon footprint of the manufacturing process.

In addition to sourcing eco-conscious products, these stores are also adopting sustainable practices within their business operations. A well-known example is the use of energy-efficient lighting and eco-friendly packaging. According to the World Business Council for Sustainable Development, sustainable packaging can significantly reduce waste and environmental impact.

Real-World Applications

Consider the case of a small home decor store that partnered with local artisans to create a unique line of products. By using locally sourced materials and promoting artisans, the store not only nurtures the local economy but also reduces the environmental impact associated with long-distance shipping. This strategy has proven beneficial in attracting environmentally conscious consumers, leading to a positive reception and increased foot traffic in the store.

Moreover, some stores have integrated technology to further their sustainability efforts. For instance, implementing digital receipts instead of paper ones can drastically reduce paper waste. GreenBiz highlights that this simple switch can save millions of trees each year, underscoring the significance of such initiatives.

Consumer Engagement and Education

Home decor stores are also playing a key role in educating consumers about the benefits of sustainable living. Many stores offer workshops and seminars that focus on topics such as upcycling old furniture and selecting sustainable materials for home projects. These educational efforts not only provide value to visitors but also foster a community of like-minded individuals eager to make environmentally friendly choices.

Ultimately, the incorporation of sustainable practices has become a crucial aspect of the modern home decor store's identity. By prioritising environmental responsibility, these stores are better positioned to meet the demands of a growing segment of eco-aware consumers. This shift not only benefits the planet but also enhances brand loyalty and attracts a diverse, engaged customer base.

10. Enhancing Customer Experience Through Immersive Trends and Data-Driven Design

Building upon the movement toward sustainability, creating exceptional customer experiences is the next frontier for any well-rounded home decor store. Rather than merely displaying products, retailers are now layering immersive design trends with data-driven insight to engage buyers in meaningful ways.

Immersive Trend Integration

One effective strategy is to adopt emerging décor trends in a way that invites exploration. For instance, the "cottage flow" trend—featuring moss-toned throws, rustic wooden furniture, and vintage textiles—offers a soothing, nature-centric ambience that gently beckons customers to linger and envision the pieces in their own homes. Meanwhile, "city glow", with its neon accents, surreal art, and bold concrete forms, speaks to younger, digitally native audiences seeking urban edge and self-expression apnews.com.

Combining these aesthetics can create dynamic, personalised displays that cater to diverse tastes. For example, pairing a reclaimed wood console with a vivid neon vase or combining floral textiles with graffiti-inspired wall art can appeal across generational lines and encourage customers to mix and match styles in-store.

Utilising Data to Refine Displays

Beyond aesthetic trends, leveraging retail analytics can transform the customer journey. According to real-time data from ShoppingIQ, electrical categories—particularly smart home devices—saw a 13.4% surge in sales, illustrating strong consumer demand for tech-infused décor reddit.com. Additionally, furniture conversion rates in e-commerce hover around 6%, significantly higher than the average of 3.3%, demonstrating strong purchase intent when customers engage with product visuals and detail reddit.com.

A home decor store can capitalise on this by strategically integrating smart lighting or interactive displays, allowing shoppers to experience products in context. For instance, showcasing mood lighting systems within a stylish vignette or offering AR tools to visualise furniture in customer homes can reinforce engagement and help replicate the high conversion rates seen online.

Actionable Insights for Retail Managers

• Rotate vignettes seasonally, merging cottage and urban elements to reflect evolving consumer tastes.
• Equip display zones with smart features—such as voice-activated lamps or dynamic lighting—that can be tested in store.
• Track footfall and dwell time around immersive sections to understand what resonates, refining layout based on shopper interaction.
• Offer mini AR experiences or mobile tools that allow customers to preview items in their own rooms, blending physical browsing with digital convenience.

By weaving popular design aesthetics with data-backed decisions, a home decor store can cultivate an environment that is both visually compelling and strategically optimised for conversion. This synergy between trend-focused presentation and retail analytics paves the way for deeper engagement, stronger sales, and enduring customer loyalty.

11. Measuring Success: KPIs for Home Decor Store Performance

Continuing from the previous discussion on optimising product mix and customer experience, it's essential for any home decor store to track performance indicators that reveal what works—and what needs refinement. Without clear metrics, even the most beautifully curated product lines or immersive customer journeys can fall short of their potential.

Key Performance Indicators to Monitor

First, conversions and average order value (AOV) are fundamental. For instance, offering room kits—including coordinated furniture, lighting, and wall art bundles—can boost AOV significantly; analytics tools should capture these upsell opportunities.

Next, return rates and cart abandonment figures provide insight into potential friction. According to BigCommerce, over 60% of shoppers are more likely to purchase when free returns are offered, and BOPIS (Buy Online Pick Up In Store) users often buy additional items—80% add to their basket during pickup bigcommerce.com. Tracking the impact of flexible returns and in-store pickup helps judge how these features impact satisfaction and sales.

Digital Engagement and Visualization Tools

As digital touchpoints grow increasingly vital, measuring engagement with AR and virtual showrooms became critical. Reports reveal that though only around 27% of consumers have used such tools, 47% feel more confident making purchases after using them bigcommerce.com. A smart KPI here is the conversion uplift from AR-enabled views compared to regular browsing sessions. Monitoring interactions such as time spent in virtual rooms or clicks on AR features can help determine ROI on these technologies.

Channel Balance and Shopping Behaviour

Supporting omnichannel strategies, another key measure is the proportion of sales by channel: online storefront, marketplaces, and physical outlets. Globally, online accounts for roughly 40–48% of home décor retail, with brick-and-mortar still responsible for 35–42%, and omnichannel offering 10–30% uplift in average order values dojobusiness.com. Tracking cross-channel interactions—like customers browsing online then buying in-store—is valuable for identifying touchpoints that drive conversions.

Customer Acquisition and Retention Metrics

Finally, understanding customer behavior through acquisition and retention metrics ensures long-term growth. Social media continues to play a large role, with Instagram cited by 72% of buyers for inspiration, and Pinterest by 61% gitnux.org. Measuring engagement rates, referral traffic, and the conversion rate from social channels helps assess the effectiveness of storytelling and visual marketing efforts.

In sum, by weaving together metrics on conversion, digital engagement, channel mix, and social influence, a home decor store can transform data into actionable insights—driving both immediate sales and lasting customer loyalty.

Conclusion: Strategic Takeaways and Getting Started

As we bring this guide to a close, it's clear that integrating data insights, customer behaviour, and omnichannel strategies fuels sustained success for any home decor store. To recap, identifying high-performing metrics such as engagement rates, referral traffic, and conversion rates enables focused improvements. Embrace omnichannel commerce: coupling online reach with immersive in‑store experiences can elevate both average order values and customer loyalty.

Key Takeaways

• Leverage digital channels: online sales now account for around 37–48 % of home decor revenue globally, with growth outpacing physical retail by more than double dojobusiness.com.
• Focus on sustainability: 30–40 % of consumers favour eco-friendly decor, with accessory categories leading gains dojobusiness.com.
• Adopt omnichannel tactics: channels offering BOPIS, AR visuals, and unified inventory can boost average order value by 10–30 % dojobusiness.com.

Actionable Insights

• Optimise your digital experience by enhancing site search capabilities, mobile checkout flow, and incorporating AR or virtual room planners to reduce return rates and improve confidence in purchases.
• Promote sustainable ranges through clear labelling, bundled “eco room kits” and lifecycle information, especially compelling to eco-aware Millennials and Gen Z shoppers.
• Blend digital and physical engagement: offer virtual consultations, live-streamed product demos, or click‑and‑collect services to bridge online inspiration with tactile experiences.

Call to Action

Take your next step by auditing existing sales channels and pinpointing where conversions lag, be it on PDPs, during checkout, or on social platforms. Run A/B tests to optimise product descriptions, visuals, or AR tools. Launch targeted campaigns promoting sustainability and convenience. Even modest investments in mobile UX or AI-driven search can unlock substantial gains in both acquisition and retention. The opportunity is clear: start now, measure diligently, and evolve continuously to secure a competitive edge in the vibrant home decor market.

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