Iconic women’s fashion brand Maggy London is partnering with management agency BrandJourney for an expansion into myriad home categories.
BrandJourney will focus on creating a new path for the apparel brand that extends it into furniture, décor, outdoor, textiles, bed and bath, kitchenware and stationery.
The Maggy London brand, which has been around for 45 years, is known for its beautiful prints and thoughtful construction. As it expands into home, the collection will be rooted in the vast print library Maggy London has developed.
“Maggy London has always been guided by design principles that extend beyond fashion,” said Laura Aldrich, president of BrandJourney. “When viewed through the lens of home, the translation is seamless. Timeless silhouettes become timeless interiors, attention to fit becomes attention to proportion and scale and quality fabrics become quality materials and finishes.”
Aldrich said BrandJourney’s role in this partnership “is to help steward that consistency into a new category in a way that feels authentic, disciplined and enduring.”
“Expanding Maggy London into the home category represents a natural evolution of our brand,” said Jon Lefkowitz, chief operating officer of Maggy London. “We were intentional about finding a partner who understands how to translate our brand DNA across categories while preserving what makes Maggy London distinctive.”
BrandJourney was launched in January 2025 by Scott Brothers Global to pair manufacturers and retailers with brand owners. Current clients include Drew and Jonathan Scott of Scott Living and Drew & Jonathan Home; Erin and Ben Napier of Erin & Ben Co.; and Stephen Brown of Glitterville Studios.