Primark is pushing ahead with growth in homewares, teaming up with digital retailer Pinterest on new collections inspired by the platform’s biggest trends for spring.

Having identified three key trends from the search data of Pinterest’s 12 million users, Primark has introduced ranges called Cosy Cottage, Minamaluxe, and Dainty Décor.  

Launching in 100 Primark stores, the pair are also bringing the collaboration to life across more than 70 store windows. The ranges will be available to purchase in stores throughout March.

And to widen Primark’s digital ambitions, the ranges are also available to purchase via Pinterest using Click & Collect to offer customers “an immersive seamless shopping experience”.

To style the new collection before buying, shoppers open Pinterest Collages, an interactive tool to pull together their vision, allowing users to curate mood boards from the Primark range.

The pair are also offering a first-ever Collage masterclass tour, designed to help those “reimagine their dream space”, with in-store dates across the UK that will include flagship stores in London, Belfast, Liverpool, and Glasgow this month.

Heather Clark, head of retail at Pinterest UK, said: “Inspiration has a new home. “We’ve seen searches rise for pastel palettes, an understated luxury aesthetic and darling furnishings and with new ways to shop Primark’s trend-certified home range, it’s now even easier to bring this inspiration to life.”

The retailer’s head of design Sinead McDonagh added: “Pinterest is where so many of us go for home inspiration, but sometimes turning those saved Pins into reality isn’t always easy, especially on a budget.

“That’s why at Primark Home, we’re committed to making trend-led interiors affordable and effortless. Whether you prefer a minimalist vibe or playful patterns, here’s how to bring the latest trends into your space without breaking the bank.”

In January, Primark announced it was expanding the ‘lifestyle’ aspect of its retail offer, opening its first-ever standalone ‘Primark Home’ store in Northern Ireland on 6 March. The Donegall Place, Belfast, store will span span around 8,700 sq ft across one level, with the predominantly fashion retailer saying the “exciting new venture marks a significant milestone for Primark as the brand continues to expand its homeware and lifestyle offering”.