Primark has partnered with Pinterest for the first time to create a homeware collection inspired by the latest trending searches on the platform. The range, which launches in Primark stores this month and is available through Pinterest’s Click & Collect feature, aims to make stylish interior updates more accessible.
According to new research, financial constraints (51%) and a lack of inspiration (22%) are among the biggest challenges for those looking to redecorate. In response, Primark and Pinterest have worked together to develop an affordable collection based on three key trends—Cosy Cottage, Minamaluxe, and Dainty Décor—reflecting what users are currently searching for online.
Pinterest Trends Inspire the Collection
The new range is designed using Pinterest UK search data, highlighting the themes currently shaping interior design preferences. Customers can explore products such as floral crockery and pink frill bedding, styling them digitally on Pinterest before making a purchase.
Cosy Cottage draws on a nostalgic aesthetic featuring soft pastels, frills, florals, and butter-yellow accents. Pinterest UK searches for ‘cosy cottage bedroom’ have surged by 170%, while ‘modern cottage living room’ has increased by 100%, reflecting a growing interest in this look.
Minamaluxe embraces earthy tones, neutral shades, and subtle luxury, catering to those who prefer understated yet sophisticated interiors. Searches for ‘earthy colour palette’ have risen by 120%, with a 115% increase in searches for ‘luxury living room’.
Dainty Décor focuses on feminine, whimsical elements such as ruffles, pink hues, and floral motifs. Pinterest UK has seen a 130% rise in searches for a ‘whimsical bedroom’ and a 160% spike in ‘pink bow’ searches, highlighting a shift towards playful, romantic interiors.
Bringing Inspiration to Life
To help shoppers visualise their ideal space, Pinterest’s Collages tool allows users to create digital mood boards using Primark’s homeware products. Once their design is complete, they can use Click & Collect, now available in over 130 Primark stores across Great Britain, to purchase their selections.
Sinead McDonagh, Head of Design at Primark, commented on the partnership:
“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.”
She also shared practical tips for incorporating these trends into the home, encouraging shoppers to experiment with different styles, elevate their everyday décor with small changes, and prioritise personal expression in their design choices.
Primark and Pinterest Take Over Storefronts
As part of an integrated marketing campaign, Primark is transforming the windows of over 70 stores, including locations in Manchester, London, Newcastle, and Edinburgh. The displays will showcase the homeware collection in the style of Pinterest Collages, reflecting the digital-to-physical nature of the collaboration. Additionally, Primark will feature prominently on Pinterest’s platform through Spotlight, Shopping Ads, and Home Feed takeovers.
Heather Clark, Head of Retail at Pinterest UK, highlighted the significance of the partnership:
“Inspiration has a new home. Spoiler, it can be yours. We’re so excited to have inspired Primark’s new range with the trends on our platform—Cosy Cottage, Minamaluxe, and Dainty Décor. 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. We can’t wait to see these trends in your home this Spring.”
Exclusive Pinterest Collage Masterclasses
To further support shoppers in creating their dream interiors, Primark is hosting free Pinterest Collage masterclasses throughout March. These sessions will take place at:
- Oxford Street East – Tottenham Court Road: 8th-9th March
- Belfast: 15th-16th March
- Liverpool: 22nd-23rd March
- Glasgow: 28th-29th March
Participants will receive guidance on using Pinterest Collages to develop personalised interior concepts, with the opportunity to enter a giveaway for a £500 Primark gift card.
As more UK consumers seek budget-friendly ways to refresh their living spaces—86% of adults aged 18-44 report regularly spending on home updates—Primark’s collaboration with Pinterest offers a timely solution. By combining digital inspiration with in-store accessibility, the collection provides an easy way to translate online trends into real-life interiors.
