Made Essentials

The Challenge

As a leading ecomm furniture and homeware brand, Made.com had always set out to reach a new generation of consumers.

Consumer research began to show that the brand was not speaking to the target value driven, Millennial audience as effectively as it would like.

There was an opportunity to re-state the value driven design ethos with a dedicated collection across categories that met everyday needs at the most accessible prices.

The Solution

Made Essentials, a discreet collection, launched as a sub-brand, of products at Made.com’s entry price-point.

Screenshot of a Pinterest board titled 'MADE Essentials | made.com' featuring images of modern bedroom decor and furniture.

The focus was on broad appeal, modern design that served as a backdrop for layering individual style with products that focussed on everyday needs in a range of functional pieces across all categories.

Several plates with sunny side up eggs and cutlery, set on gray and black circular felt placemats on a gray surface.

A black metal shelving unit with three wooden shelves. The top shelf has four empty glass cups, a potted green plant in a white marble-patterned pot, and a stack of white plates. The middle shelf has a row of books, a spool of twine, and a couple of magazines. The bottom shelf has a white basket.

The Outcome

Made Essentials served as a driver of revenue, accounting for up to 10% of sales mix and achieving best selling status for many of the collection’s key pieces.

Many of the pieces remain bestsellers in the collection today.

Three lamps with colorful shades placed on top of cardboard boxes of different sizes in a minimalist setting.

Plate of decorated sugar cookies with pink icing and sprinkles, a glass of pink milk with striped straws, and white milk cartons on a gray table against a plain white background.