Daily News
From Home Furnishing Business
Maggy London Partners with Property Brothers Via BrandJourney
March 19,
2026 by Karen Parrish in Business Strategy, Industry 
BrandJourney, the brand management agency of Property Brothers Drew & Jonathan Scott, announced that it has partnered with Maggy London to support the fashion brand’s licensed expansion into the home category.
The engagement will focus on translating Maggy London’s established design principles into home furnishings and related categories, extending the brand beyond apparel while maintaining the integrity and consistency that have defined its fashion legacy. BrandJourney will guide brand strategy, licensing development, and category alignment for the Maggy London Home Collection.
With more than 45 years of experience designing dresses rooted in timeless silhouettes, thoughtful construction, and beautiful prints, Maggy London brings a design philosophy that translates naturally to interiors. As the brand expands into home, the collection will be rooted in the vast print library Maggy London has developed for the past five decades. Core principles including proportion and scale, material quality, and adaptability for modern living will inform product development across categories.
“Maggy London has always been guided by design principles that extend beyond fashion,” said Laura Aldrich, president of BrandJourney. “When viewed through the lens of home, the translation is seamless. Timeless silhouettes become timeless interiors, attention to fit becomes attention to proportion and scale, and quality fabrics become quality materials and finishes. Our role is to help steward that consistency into a new category in a way that feels authentic, disciplined, and enduring.”
The licensing strategy focuses on long-term brand alignment rather than rapid category expansion, reinforcing a commitment to thoughtful growth and brand integrity as Maggy London enters the home market.
“Expanding Maggy London into the home category represents a natural evolution of our brand,” said Jon Lefkowitz, chief operating officer of Maggy London. “We were intentional about finding a partner who understands how to translate our brand DNA across categories while preserving what makes Maggy London distinctive.”
Sara Bako, president, added, “BrandJourney brings a strategic, execution-focused approach that gives us confidence as we expand Maggy London into the way people live. We are excited to see our beloved prints thoughtfully translated into home products for our customers.”
The partnership reflects a broader shift among fashion brands seeking to thoughtfully expand into home, as consumers increasingly value cohesive design narratives across apparel and interiors.