The Natural History Museum has signed a deal with furnishing brand Dunelm which will see 150 lines launched spanning furniture, fragrances, art and toys.
Collections include Victorian inspired furniture featuring floral patterns, curtains, wallpaper and bedding featuring species native to the UK’s wetland areas, and a Children’s collection which features
The products, many of which feature designs inspired by the natural world, have been curated in collaboration with the Natural History Museum, said Dunelm CEO Nick Wilkinson.
The partnership, Wilkinson said, is part of the company’s increased “focus on sustainability.”
The brand said in a company update that the products in the range reflect “the unique and unusual archives”, alongside “ethical and sustainable values that are at the Museum’s heart.”
Natural History Museum Director Doug Gurr said Dunelm are “committed to the continued development of sustainable practises and using resources in the best possible way, to bring such a beautiful collection of home products to the market.
“Together we are developing thoughtful product ranges that draw inspiration from our collections and the Museum itself and also highlight threats to our vulnerable natural habitats, like the British Wetland habitats that are celebrated within this first collection, along with the many species that call them home.”
The partnership is the latest in a string of work with consumer brands. Last January the museum developed its first childrenswear collection with John Lewis, and previously partnered with paint brand Farrow & Ball and outdoor clothing brand Finisterre.
In March 2021 Advisor spoke to Maxine Lister, Natural History Museum’s head of licensing on its approach to working with brands.
Licensing for the planet: how Natural History Museum reaches the world with sustainable products