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Behind the launch of Bonds Home: ‘People want to express themselves’

(Source: Supplied)
Famous for its underwear and loungewear, Bonds recently launched its first ever range of homewares. Here, the brand’s head of marketing Kelly McBride shares the thinking behind the launch, and whether any other new product categories are on the horizon.  Inside Retail: Tell me about the decision to enter the homewares category. Where did the idea come from, and what was involved in launching it?  Kelly McBride: Bonds has long been famous for sleep. Our brand is already a staple in the bedroo