Who Likes What…?
From Scandi-loving Scots to Retro-reviving Londoners, Wayfair has spent time Mapping UK Home Style by Region and they’re far more variable thank you might think…
Article by Nadia McCowan Hill, Wayfair resident style advisor
When it comes to home décor, it’s clear that Brits can’t be pinned to one aesthetic, embracing a fusion of different styles, from bright bohemian to minimalistic modern decor. What might surprise you though, is that region-by-region British home tastes vary considerably. By tapping into extensive sales and search data, Wayfair.co.uk looked at consumer shopping trends from the past year and were truly amazed at how radically our customers’ tastes varied.
Scotland is smitten by Scandi
As the UK’s most northern region it’s to be expected that the Bonnie Scots are big fans of Scandi styling, with a whopping 44 per cent more orders for Scandinavian décor taking place just over the border.
Looking to bring a touch of Scandi chic home? Go for simple streamlined furniture, a neutral palette, luxe lanterns and ample soft furnishings. From cosy sheepskins to chunky knit throws, layering up in the key!
The North East goes for Glam
Opting for opulence, the North-East of England purchased 22 per cent more of glam furniture and decor than the rest of the UK.
Ready to give your home the Midas touch? Add a little luxe with brass furniture, lighting and accents. When it comes to upholstery, velvet is the material of the moment. For glam with a jewel-toned velvet sofa or for a more budget-friendly statement, a colour-pop cocktail chair.
Northern Ireland Brings home Bohemian
In Northern Ireland, searches for bohemian homeware grew by over 1,000 per cent in in just one year.
Vibrant and decorative, this artfully eclectic look brings together much-loved finds to create an intriguing fusion. Bold tones are embraced. Walls are suffused with colour, while textiles and soft furnishings are mixed and matched in an array of hot hues and dazzling patterns.
Worldly wonders are another hallmark of the trend, so look out for everything from embossed metal side tables from India to hand-stitched leather pouffes from Marrakech.
The North West masters Modern
North westerners are truly embracing the trend of minimalism, with a 1,000 per cent increase in searches for modern finds over the past year. Simplicity and utility is the key to a modern look. Think furniture and décor with a clean and streamlined finish in an understated palette of monochrome, metallics and ever-so-understated neutrals.
Less is more when it comes to modern décor, so edit ruthlessly and keep your look as pared-back as possible to channel this simple but impactful style.
Yorkshire treasures Traditional
Harking back to classic looks of yesteryear, Yorkshire is bringing traditional style into the 21st century with a huge 1,200 per cent rise in shoppers craving timeless picks like Chesterfield sofas in the past year.
Traditional interiors are highly considered, elegant and refined. Think soft furnishings featuring pastoral motifs, button-back furniture, warm wood finishes from cherry wood to mahogany and symmetrical schemes featuring matching items, from table lamps to armchairs.
The Midlands idolises Industrial
As the home of British industry, it’s little wonder that the Midlands are the biggest fans of hard-working industrial style, nabbing twice the amount of industrial pieces in early 2018 than all of last year. Embrace the look by choosing fresh-from-the-factory-floor finds with an artfully undone finish.
Exposed beams and brickwork, metal accents and mixed materials are the key to nailing this too-cool-to-care look.
Wales raves about Rustic
Welsh customers are lovers of the “Log Cabin” look, with 1,500 related searches just in the last month alone. Rustic interiors balance weathered materials with cosy textures. Think salvaged wood furniture and lots of it, rough wood beams, snuggly textiles and a warming palette of rich browns and understated neutrals.
Looking for the perfect rustic motif? Woodland wonders like stag’s heads will bring that chalet-chic look home.
London is reviving Retro:
This year London is having a Mid-Century moment, with purchases of retro sideboards going through the roof!
Bring retro style bang up-to-date by mixing vintage-look picks within a contemporary setting. Customers are loving 1950s-style sideboards, neat little sofas with tapered legs in classic shades of olive and mustard and look-at-me lighting from years gone by including iconic arc floor lamps and spiky sputnik chandeliers.
The South East cherishes Country Cottage
The South East is fond of a country cottage look, falling for this romantic look more than the rest of the UK. Timeworn wooden furniture with ornate curves and a distressed finish are a signature of this whimsical style. While a pretty palette of soothing hues like white, cream and pale pink and blooming floral prints, make the look undeniably feminine.
The South West craves Coastal
From Cornwall and Devon to Dorset and Somerset, The South West are ready to set sail, ordering 32 per cent more coastal-style homewares last year than the rest of the UK.
Channel a maritime look with a pared back-palette of subtle neutrals and seaside blues. Seagrass or rattan furniture has a relaxed beach-house feel, while accents that look freshly caught from a beach-combing adventure will add instant coastal charm. Style a shelf with sea shells, drift wood and nautical ornaments for cute coastal curation that’s sure to make waves.