For the first time ever, Primark is officially launching a Pinterest-inspired new spring home collection. As new research reveals a lack of money (51 percent) and a lack of inspiration (22 percent) are some of the biggest challenges when it comes to redecorating, Pinterest and Primark are partnering to make it easier than ever to design and transform your space with stylish, budget-friendly pieces.[1]
The new collection, launching in Primark stores and available to purchase via Pinterest using Click & Collect, is inspired by Pinterest UK search data and features products from spring floral crockery, to soft pink frill bedding. The three hottest trends that have informed the collections are – Cosy Cottage, Minamaluxe and Dainty Décor.
To style the new Pinterest-inspired collection before they buy it, people can head to Pinterest and use Collages – an interactive tool to pull together their vision, using cutouts of products from the Primark range. It’s then possible to bag the collection in a new way, as the Collages link directly to Click & Collect, which is now available in over 130 Primark stores across Great Britain. Shoppers can also purchase the range in stores throughout March.
Here’s what Pinterest and Primark predict will be trending for Spring and are in the collections:
Cosy Cottage is your go-to collection for whimsy, charm and romance. This nostalgic trend mixes timeless patterns and playful motifs for a fresh, modern look. Watch your room bloom with wild primroses, ladybirds, florals, soft pastels and frills to your heart’s desire. And don’t forget a dash of butter yellow: this season’s most charming colour. Inspired by rising Pinterest UK searches for ‘cosy cottage bedroom’ (+170 percent), ‘modern cottage living room’ (+100 percent) and ‘floral’ (+40 percent).[2]
Minamaluxe is all about sophistication through simplicity – think soft textures, earth tones, creamy neutrals and browns. Make it a whole mood with elevated tabletop decor and home fragrances that make you swoon. The result? A space that feels special, not fussy. This trend has emerged as searches on Pinterest UK have increased for ‘earthy colour palette’ (+120 percent), ‘minimalist small bathrooms’ (+70 percent) and ‘luxury living room’ (+115 percent).[3]
Dainty Décor is the playful, flirty, and unapologetically feminine aesthetic that’s making waves in both fashion and interiors. Own your soft side and go all in with frills, ruffles, pink tones, petite florals, hearts, cherries – and, of course, bows! Meet the perfect way to give your bedroom or bathroom a dreamy, romantic refresh. There’s lots of love for this trend on Pinterest UK as people are seeking inspiration for a ‘whimsical bedroom’ (+130 percent), ‘girly bathroom’ (+95 percent) and ‘pink bow’ +160 percent[4].
The three trends reflect how more than 12 million UK Pinterest users who are engaging with home decor content[5] seek interior inspiration which feels personal. Interest continues to grow with more than 4 in 5 UK adults aged 18 – 44 (86 percent) expecting to spend money on refreshing their home each month and 35 percent considering it more important to do so as going for nights and meals out.[6] However, they’re spending cautiously. Primark’s Pinterest-inspired range offers interior-enthusiasts endless choice and quality at affordable prices, helping to make your dream space a reality.
Sinead McDonagh, Head of Design at Primark, comments: “Pinterest is where so many of us go for home inspiration, but sometimes turning those saved Pins into reality isn’t always easy, especially on a budget. That’s why at Primark Home, we’re committed to making trend-led interiors affordable and effortless. Whether you prefer a minimalist vibe or playful patterns, you can bring the latest trends into your space without breaking the bank.”
Heather Clark, Head of Retail at Pinterest UK, said: “Inspiration has a new home. Spoiler, it can be yours. We’re so excited to have inspired Primark’s new range with the trends on our platform – Cosy Cottage, Minamaluxe, and Dainty Decor. We’ve seen searches rise for pastel palettes, an understated luxury aesthetic and darling furnishings and with new ways to shop Primark’s trend-certified home range, it’s now even easier to bring this inspiration to life. We can’t wait to see these trends in your home this Spring.”
For those that need a little help finding inspiration for their dream space, head to Primark stores for a free Pinterest Collage masterclass throughout March.
- Oxford Street East – Tottenham Court Road – 8th and 9th March
- Belfast – 15th and 16th March
- Liverpool – 22nd and 23rd March
- Glasgow – 28th and 29th March
Use Pinterest Collage to find your vibe and visualise your dream space, to be in with a chance of bringing your inspiration home for free, with a £500 Primark gift card.
Primark and Pinterest have also launched an integrated marketing campaign, taking over more than 70 Primark windows at stores including Manchester, London, Newcastle and Edinburgh, to bring to life the collaboration. Primark’s Home range will be showcased in the format of a Pinterest Collage, specially designed for the windows. Primark will also feature on Pinterest’s platform with Spotlight, Shopping Ads and Home Feed takeovers.
[1] Research commissioned by Pinterest and Primark. Opinion Matters consumer research, 2,003 Nat Rep UK adults (aged 18-44), carried out February 2025
[2] Based on Pinterest UK & Ireland yearly change search data 28th July 2023 – 23rd Jan 2024 vs. 27th July 2024 – 22nd Jan 2025
[3] Based on Pinterest UK & Ireland yearly change search data 28th July 2023 – 23rd Jan 2024 vs. 27th July 2024 – 22nd Jan 2025
[4] Based on Pinterest UK & Ireland yearly change search data 28th July 2023 – 23rd Jan 2024 vs. 27th July 2024 – 22nd Jan 2025
[5] Pinterest internal data, UK, January – December 2023, users that searched or saved home decor content
[6] Research commissioned by Pinterest and Primark. Opinion Matters consumer research, 2,003 Nat Rep UK adults (aged 18-44), carried out February 2025
