Sense and sensibility

Ever since TK Maxx burst onto the UK retail scene it has been a byword for cut-price style, though the Massachusetts-born company prefers the American term “off-price”, which is defined as “a method of retailing in which branded goods are sold for less than the usual retail price”.

Its appeal lies in a combination of psychology and snobbery. Everyone loves a bargain, especially one that has a designer label.

For anyone interested in interiors the small homeware sections of the first British stores were a must-visit. There was 50 per cent and more off end-of-line and past season products from the best brands and they were prime hunting ground for sumptuous bed linen, throws, towels, kitchenware and, of course, cushions.

As the nation’s interest in interiors has grown, so too have the homeware departments in TK Maxx. Realising the potential growth, the firm, known as TJ Maxx in the States, launched its Homesense brand in 2008 and now has 46 stores across the country

Yorkshire is a focus for expansion thanks to the popularity of its Homesense store in the old Habitat premises on the Birstall retail park, near Leeds, and its York outlet on Foss Islands Retail Park. Earlier this year, it opened a new shop on the Headrow in Leeds city centre and, most recently, a huge dual TK Maxx/Homesense store on the site of the old BHS on the St James Retail Park in Knaresborough. On June 15, another Homesense will open on Westside retail park in Guiseley.

A company spokesman says: “We now have four stores in Yorkshire and we are very excited to be extending the Homesense offering this summer with a new store in Guiseley. Our expansion also continues in other parts of the country and we have additional openings for later in the year.”

The demise of BHS should help fuel the growth spurt as Homesense caters to the same mid-market, which is looking for a one-stop shop for home accessories, along with lighting and small pieces of furniture. To keep up with demand, the firm designs and manufactures its own products and sells them alongside the “off-price” goods.

The secret of its success is the fast-changing stock and its focus on stylish, luxurious-looking accessories - the “bits and pieces” that we don’t have to think too hard about buying because they won’t break the bank. Much of what is on offer is timeless, which gives shoppers another reason to buy. “It will last” they say as they whip out their debit cards - at least until the next time they decide to redecorate a room and have a change.

www.homesense.com

*Sales of cushions are forecast to be worth £259m this year, representing almost £5 for every adult in the UK. According to Homesense, 32 per cent of men actively dislike cushions, while the average British woman will spend 14 hours a year plumping and rearranging them. Over half of women plump their cushions before heading to bed. A 60-degree angle was found to be the ideal position. Psychologist Mary Sherry says nesting instinct and perfectionism behind our “cushion love”.