Homewares retailer, TheHome.com.au, has launched an online store featuring iconic Aussie design brand Florence Broadhurst store on its site, featuring a range of products from bedding, furniture, stationery, luggage to sleepwear and jewellery.

The Australian brand, launched by designer Florence Broadhurst at the age of 60, will be a permanent fixture on the site and will feature current season products from its range.

“We are so excited to be the official online store for Florence Broadhurst in Australia, and look forward to helping Aussies ‘florify’ their homes,” said Alexandra Mills, CEO of TheHome.com.au.

“The designs are all about intricate prints and patterns, as well as adding colour and pizzazz to your life,” Mills said.

Broadhurst launched her wallpaper studio in Sydney. She entered a new career as a designer at the age of 60, after having previously travelled the world as a singer, vaudeville entertainer, and a French couturier.

The globetrotter stated that her mission was to “colour Australia” with her vibrant designs, which were heavily inspired by her travels and personal experiences.

“The Florence Broadhurst design library which spans two decades and includes 530 original designs, contains designs which are boldly glamorous, contemporary and eccentric,” said Mark Smale, CEO of Signature Design Archive, which holds the exclusive licensing rights for Florence Broadhurst.

“We couldn’t think of a more appropriate e-commerce retail partnership than to see her designs and brand presented in beautiful collections offered by The Home,” Smale said.

“We are absolutely delighted to have formed a partnership with a company of their calibre. The collections they are planning to offer are simply amazing. We cannot wait to see the reaction of interior designers and consumers to the Florence Broadhurst offering.”

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