YesColours, the British eco-paint brand, has partnered with Anthropologie. The partnership enables customers to purchase a selection of YesColours' best-selling shades via Anthropologie's website or by visiting the store on London's Regent Street. In-store customers can feel, see, and shop the paint pouches, sample pots, and swatches in person.
Mintel comment:
“The partnership enables consumers to refresh their homes while making sustainable choices, as YesColours provides eco-friendly wall paint in entirely recyclable and durable packaging. With a significant portion of consumers, 56%, engaging in painting and decorating activities over the last year, and 53% placing a premium on selecting sustainable DIY products (see Mintel's DIY Retailing - UK, 2024 Report), many are seeking to make sustainable decisions as they tackle home upgrades. This partnership aligns with Anthropologie's commitment to the "greater good" as the retailer journeys to becoming more environmentally sustainable. Key for retailers like Anthropologie is offering sustainable partnerships and product lines; aligning with consumer values towards sustainability.”
