At Home Launches New Private Brand Providence

At Home announced this week the launch of its new Retail-Owned Brand (private brand) Providence. Providence brings a refined, classic look for any home at any budget — from tabletop and entertaining, home décor and pillows, to furniture indoors and out.

“Our new, exclusive Providence brand is full of beautiful details and quality construction,” said Chad Stauffer, President and Chief Merchandising & Product Officer for At Home. “We kept the brand refined and sophisticated without being serious. After the overwhelming success of our first private brand, Honeybloom, we are expanding our private label assortment to customers looking for traditional decor pieces. At Home is committed to creating designer looks for less and making them accessible to our customer at every price point. We know our customer is going to love bringing Providence’s sophisticated elements into their spaces.”

At Home’s Providence range is for those homes where stories and family are everything and where no one takes themselves too seriously. A home filled with Sunday family get-togethers and cupcake garden parties. It’s a home of beautiful details and memories with the people who matter most.

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By Published On: March 8th, 2023Tags:

About the Author: Christopher Durham

Christopher Durham is the president of the Velocity Institute. Prior to this he founded the groundbreaking site My Private Brand. He is the co-founder of The Vertex Awards. He began his retail career building brands at Food Lion and Lowe’s Home Improvement. Durham has worked with retailers around the world, including Albertsons, Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro Canada. Durham has published seven definitive books on private brands, including Fifty2: The My Private Brand Project and Vanguard: Vintage Originals.