The B@Home platform is dedicated to providing brand marketers with expert insights.
Independent marketing agency Boutique specialises in media, PR and digital, with particular expertise in the home and garden sector. With decades of experience and a strong portfolio of clients in the industry, it has launched the B@HOME platform, dedicated to providing brand marketers with expert insights, valuable knowledge sharing and fostering meaningful peer-to-peer connections.
Under B@Home, Boutique runs several initiatives, including its annual Home & Garden conference and the Home Masters club, which launches in London this month to complement the established northern group.
It publishes the annual The Home Report, which is complemented by mini-reports that take an in-depth look into specific categories, such as the recently published Fitted Furniture Report which highlights the standout brands in the category and key lessons for those looking to succeed in the space.
‘As editors and commentators, we are committed to uncovering the facts, doing the legwork to analyse existing knowledge and engaging with brands to understand the sector even more,’ says Jennifer Ferrier, Boutique head of growth.
‘However, we found a critical gap: while much of the research focused on consumer behaviour, when it comes to home improvement activities or product purchase frequency, there was little exploration into how consumers actually enter the market, how they discover and research brands, and critically, how they ultimately choose which brand to buy.
‘That’s why we launched our own primary research. Partnering with our friends at Relish, we set out to break new ground with Changing Rooms, Changing Minds: The Role of Brand in Purchases for the Home & Garden. This study delves into the complexities of consumer decision-making, offering fresh perspectives that go beyond traditional research to uncover what truly drives purchase behaviour in the home and garden sector.
‘The report shows that consumers prioritise value for money, seeking a balance between quality and affordability; the purchase journey is not always need based, with aspirations and lifestyle playing a significant role.
Digital platforms, especially search engines, are crucial for initial research, but physical stores remain essential for influencing final purchase decisions.
‘Beyond providing data, we designed this report as a practical tool for marketers, offering actionable takeaways that can help brands shape their strategies and make a tangible impact in the market,’ says Ferrier.
Boutique’s Home & Garden conference is now in its fourth year. ‘What makes our conference truly unique is its focus on the home and garden space: the line-up is carefully curated, blending expert partners and brand leaders who share openly and candidly with the room. As we are so close to the sector, we understand what’s on our audience’s minds, allowing us to evolve the agenda based on what we know they want to hear about and from whom.
‘Last year, we sold out and received an incredible response: 100% of those who attended rated us four or five stars, as well as everybody saying they would attend again, which was a real pinch me moment.
‘To us, that’s a testament to the quality of the content and the unique energy that the conference has.’
The 2025 conference takes place on 18 June in Leeds.
