JW Anderson rebrands into homeware and furniture amid luxury market shifts

JW Anderson has undergone a major rebrand in 2025, expanding into homeware and furniture categories to build a world customers can buy into from multiple touchpoints. CEO Jenny Galimberti says the authenticity of Jonathan Anderson's vision is key to cultivating brand love. The move comes as the luxury sector faces a macroeconomic polycrisis and rising prices, making brand loyalty more crucial than ever. A Vogue Business survey of 3,103 global luxury consumers found purchase intent declining 4% across brands, with steep drops in aspirational luxury. Six heritage houses—Louis Vuitton, Dior, Chanel, Prada, Gucci, and Hermès—outperformed, while Ralph Lauren, Coach, Burberry, and Loewe also showed above-average intent. Calvin Klein's global CMO Jonathan Bottomley emphasizes investing in every layer of the brand ecosystem. Alo's EVP of marketing Summer Nacewicz describes the brand's Cannes activation on a superyacht as designed to be welcoming and shareable. OK Cool co-founder Jolyon Varley notes that successful brand experiences don't try to sell in the moment but make the brand feel part of culture. The article outlines three steps: bet on experiences, create the cult of the designer, and harness brand hallmarks at every touchpoint. JW Anderson's pigeon clutch became an unexpected bestseller. The brand plans to open stores in New York, Paris, and Tokyo, and participates in London Craft Week.