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American fashion retailer Anthropologie has launched a line of birch branches, shoppers can buy at home and in store. Despite the high price point, the store has already sold out of branches, reflecting people's desire to bring a part of their natural habitat into their own surroundings. We explore the insights behind how the lifestyle brand is helping urbanites get a slice of some much-needed nature.

Homeware and clothing store Anthropologie has sold out of its birch branch bundles it was selling for $42 after only a matter of days of being on sale. Shoppers can still buy single branches for $24. The retailer advertised the branches as 'imported birch' and talked up each branch bundle's one-of-a-kind "nature" saying shoppers should "expect [a] slight variation in the size and appearance of each piece." The retailer launched the branch collection at a time when the horticultural market has experienced a marked increase in popularity. As a yard stick, Pinterest has released data that shows how botanical pins increased 75% after 'Greenery' was announced as Pantone's colour of the year.

Urbanites are willing to pay top dollar for some nature Urbanites are willing to pay top dollar for some nature
Rawpixel (2017) ©

The growing desire to bring the outdoors inside is largely being driven by Gen Yers who feel like it's a way to connect with nature. Five of the six million new gardeners in the US are now aged between 18- to 34-years-old with 37% of Gen Y now growing plants and herbs indoors compared to just 28% of Boomers. In Britain, spending on garden decoration hit £170 million in 2014, which is a figure that's largely expected to rise to £205 million by 2019. City dwellers especially are showing their affinity for nature in their homes as they look to experience something rootsier, as it helps people connect with the lost value of nature.

Tahmid Akthar is a Behavioural Analyst at Canvas8, which specialises in behavioural insights and consumer research. He is a History graduate, who’s worked as a content writer and researcher within the fashion and creative industries for the past 7 years. Outside of work he’s watching Arsenal through his hands over his eyes.


12 Dec 18
2 min read

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