The parent company of furniture retailer Cargo has launched a new textiles and soft furnishings chain using the brand Homestyle.

JW Carpenter – which is owned by Steinhoff UK, the owner of the Homestyle brand – intends to open 27 Homestyle outlets this year, in what is one of the toughest
trading environments experienced for years.

JW Carpenter will launch its first Homestyle store today in Bedford, through a partnership with Bensons for Beds, and open a further 19 outlets through the tie-up as well as seven standalone stores by the end of December.

JW Carpenter managing director Clive Gilbert said: “People want good value and quick and easy ways of refreshing homes, as they’re not moving house. We’ve developed a very prudent business plan.”

The retailer explained that, “with the recent demise of many household textile names, an opportunity has been identified” for the sale of bed linen, curtains,
bathroom ranges, home accessories and blinds. 

Gilbert said the stores being opened via the link-up with Bensons for Beds are not concessions, as the stores are separate – although they will share the
same door.

The Homestyle chain, which is positioned at the mid-market with an emphasis on value, was developed and launched in 38 working days.

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