The iconic design house William Morris has expanded into home cleaning, releasing a limited-edition collection in partnership with eco-friendly brand Purdy & Figg. This move capitalizes on the increasing popularity of Morris’ designs in home decor and taps into the growing consumer demand for stylish, sustainable cleaning products.
The Rise of Design-Led Cleaning
Over the past year, William Morris’ influence has surged in British interiors, with collaborations already established with major retailers like Dunelm, Habitat, and M&S. The new “Love Your Home” collection marks a significant expansion into the cleaning sector, transforming a mundane chore into an aesthetically pleasing experience. This launch is timed perfectly for the spring cleaning season, catering to consumers eager to refresh their homes.
What’s Included in the Collection?
The collection features three distinct fragrances: Rose & Violet, Patchouli & Cedarwood (Purdy & Figg staples), and Bay & Berry (exclusive to this partnership, inspired by William Morris’ Kelmscott Manor gardens). A standout feature is the collector’s bottle adorned with the iconic Strawberry Thief design, enhanced by gold engravings for a luxurious touch.
The set includes three fragrances, a cleaning cloth, and premium packaging—all available for £19.99.
Sustainability and Design Collide
Purdy & Figg’s commitment to natural, ethically sourced ingredients and organic essential oils aligns seamlessly with William Morris At Home’s own sustainability efforts. The collection utilizes recycled, FSC-certified, and soy-based materials, reflecting Morris’ historical passion for environmental stewardship. This dual focus on aesthetics and ethics makes the collection particularly appealing to modern consumers.
Why This Matters: The Trend of Elevated Home Care
The collaboration isn’t merely about cleaning; it’s about elevating the entire home care experience. Consumers are increasingly seeking products that blend functionality with visual appeal and ethical production. The success of previous William Morris home decor collaborations proves this demand, and the cleaning collection is poised to capitalize on it.
Given its limited-edition status, the collection is expected to sell out quickly, marking a potential turning point in how consumers perceive the cleaning aisle.
The William Morris x Purdy & Figg collaboration represents a growing trend: treating everyday tasks as opportunities for self-care and aesthetic enjoyment.
