As seen in Waterfront Living 2024.

Coastal home décor is undergoing a sophisticated transformation for 2024 and beyond, embracing a refined and modern aesthetic that brings a fresh, elevated twist to traditional seaside elements.

Muted blues, aquas and creams are paired with organic materials to adorn the floors of waterfront retailers from coast to coast. The modern coastal customer is layering these natural elements, textiles and colors to create a home that evokes seaside serenity in a calming and more relaxed manner than what the market has historically seen.

Wholesaler Anaya, represented by Ivystone, offers home and lifestyle products inspired by nature to live a more balanced life, and its textiles and colorways resonate with this contemporary customer.

“Accents of warm wood tones are making modern coastal homes cozier than ever before by grounding the space whether in a kitchen or living room,” said Jenna Rivers, co-founder and creative director of Anaya. “Unique marble accents and metal hardware add a touch of glam. Breakfast corner nooks with cozy textured pillows complete the space.”

Rivers explained that Anaya’s linen pillows, throws and bedding have been in “huge demand” among coastal retailers and that their popularity continues to grow each year. To keep up, Anaya has introduced a new made-in-the-USA linen program. This initiative allows them to stock fabrics and produce items to order domestically, ensuring quicker turnaround times of one to two weeks, compared to the six months or more required for overseas production.

Additionally, traditional nautical iconography continues to do well — especially when combined with natural materials, according to Erica Kurnas, marketing manager at wholesaler Gift Essentials. In particular, its acacia wood Bowline Serving Boards, which feature silver boat cleat handles and coastal-related icons are top-sellers.

“We are seeing a Modern Seaside Cottage style, which incorporates mixed wood, botanical prints, rattan pieces, nautical motifs like rope, anchors and soft sea life artwork,” Kurnas said. “Natural materials are strong — jute baskets, found sea glass and shells, driftwood accents. This is an eclectic look that incorporates well-loved items with newly found treasures.”

FARMHOUSE MEETS COASTAL GRANDMOTHER

The “Coastal Grandmother” aesthetic, which originated on social media in 2022, has become well-known in the industry and made a significant impact on retail. According to Colleen Hall, vice president of marketing at C&F Enterprises, that trend remains strong.

“The Coastal Grandmother aesthetic is trending in both fashion and home design,” Hall said. “This style includes airy spaces with soft color palettes and relaxed but chic styling. This movement in design combines heritage antique pieces with modern furniture, textiles and décor. In recognition of this trend, new products are being styled to look antiqued, white-washed or like a loved handmade throw or blanket.”

C&F Enterprises has historically included handmade pieces in its product assortment. Across its brands — C&F Home, Gallerie II, Beachcombers Coastal Life, Rightside Design, carol & frank and ELISABETH YORK — retailers can find a mix of traditional, modern and resort-style textiles and goods.

“Given the mix of traditional and contemporary styles in one setting that is trending, even our brands that are not traditionally coastal have pieces that can intermix in soft hues and textures,” Hall said.

Similar to Coastal Grandmother, vintage elements play a large role in farmhouse décor, which wholesalers such as Anaya say has also influenced coastal home décor in 2024.

“The coastal look is now being infused with elements that we saw in farmhouse décor such as rustic wood floors and antique furniture,” Rivers said. “I think the coastal look in general will continue to evolve year after year and stay strong.”

Modern Farmhouse is evolving to embrace bolder colors such as navy blue throughout accent décor pieces, Gift Essentials’ Kurnas said. “The neutral palette is moving away from pure white and incorporating shades of cream, linen, sand and pale shades of blue, echoing the natural scenery, nodding to a refreshed coastal cottage look.”

NAUTICAL TABLESCAPES

Primitives by Kathy has noticed a large emphasis on party and tabletop décor from its coastal customers, particularly drinkware, table linens, candle holders, napkin rings and trivets.

“Organic, elevated themes are taking over with a base of neutral, sandy colors mixed with blue tones and luxe brass décor accents,” said Veronica Bell, creative director of Primitives by Kathy. “Coastal trends are shifting from very modern, clean resort-like aesthetics to a softer, bohemian style with warm hues and crafted details. The use of icons continues to stay strong across multiple coastal styles.”

Tablescapes continue to gain momentum and become more lavish. To cater to hostesses living on the shore, consider mixing everyday and coastal products to create a tablescape that is reminiscent of their lifestyles. Primitives by Kathy’s tablescape offerings include natural linens, iconic serveware and nautical accent pieces.

OUTDOOR LIVING

Coastal residents are naturally inclined to spend time outdoors. Creating outdoor living spaces that feel like a natural extension of the home is key for them — and retailers can make this possible by offering products that help customers curate an outdoor oasis.

Durability is a factor to consider when stocking outdoor living merchandise. Anaya’s PureAir outdoor collection of pillows, seat cushions, floor pillows, placemats and table runners are designed with this in mind.

“Products that can withstand outdoor conditions are key to a coastal home décor space; as the indoor/outdoor living trend is essential in every home,” Rivers said. “A bar cart with barware or a designated bar area, whether indoors or outdoors, is a must-have because piña coladas are a key ingredient in laid-back coastal living.”

Coastal customers are also frequently motivated by environmental concerns, seeking sustainable products for both their indoor and outdoor spaces. C&F’s brands carry eco- friendly outdoor pillow and table linen collections made from recycled materials, such as water bottles or polypropylene.

“With a love of the beach and the outdoors often comes a respect for nature and the planet. Eco-conscious shoppers are looking for more environmentally friendly products for their outdoor spaces,” Hall said. “They want pieces that will hold up thus reducing waste and needing to be replaced each season. They are also looking at how products are made and how resources are used or spared.”

For C&F Home and Rightside Design, outdoor pillows, throws and table linens are bestsellers. For Beachcombers Coastal Life, another C&F brand, its windchimes, drops, planters, garden flags, melamine dishes and serveware are popular among coastal buyers.

“Retailers can think about the accent pieces that go along with outdoor furniture. Stock the outdoor pillows and throws for patio furniture, or outdoor table linens for spring and summer nights spent grilling and dining outdoors,” Hall said. “Another great category is garden accessories such as chimes, drops and garden flags. Retailers can carry the products used as special touches that allow buyers to craft their own outdoor sanctuary.”

Gift Essentials concurs that windchimes are gaining popularity across all price ranges and materials such as capiz, glass and driftwood.

“We have seen increased interest in our BlueHandwork Chimes in the more fanciful designs,” Kurnas said. “Our Jellyfish, Flamingo and Pineapple styles are selling well for our coastal retailers. For spring 2025, we are debuting a Glass Sea Turtle Chime that’s in development now.”

Lastly, pollinator gardens have surged in popularity recently due to a growing awareness of the critical role that pollinators such as bees, butterflies and other insects play in sustaining healthy ecosystems and food production.

“We always encourage outdoor spaces that are inviting to birds and pollinators because they add natural wonder every day. Birding is a beloved hobby for many,” Kurnas said. “We offer three adorable Cabana birdhouses, as well as gorgeous glass bird baths that can serve indoors or out as centerpieces. Our pretty glass Hummingbird feeders are perennially popular and a terrific addition to outdoor offerings.”

For Primitives by Kathy’s Bell, the ultimate takeaway for an alfresco lifestyle is “creating a seamless connection between indoor and outdoor living, embracing the natural beauty of the coastline and providing a space for relaxation and entertainment.”

Merchandising Tips

What advice would you give retailers looking to merchandise their coastal products?

Jenna Rivers, co-founder and creative director, Anaya: A color story should include white, all shades of blues (including navy blue) and also warm shades of beige. If you’re in southern coastal regions like Florida, aqua blue is always in demand. Pops of green can be infused in tropical plants or prints. Stripes are so incredibly popular — they are our bestselling pattern. Fabrics should be soft and comfortable — natural fabrics are always best, including textured linen and cotton waffle.

Colleen Hall, vice president of marketing, C&F Enterprises: Theme out your displays. While new trends are emerging, coastal has always been a space where many different styles and aesthetics are welcome. Know your customer and the environment in which your store is located. If your store is in a more tropical coastal territory, you can have a section of soft, muted on trend coastal pieces, but also have a tropical section.

Erica Kurnas, Gift Essentials: Set a neutral backdrop to let softer shades of blue shine in pretty accent pieces and textiles. Incorporate organic materials like driftwood and mix in botanical or understated seaside patterns. Bold pops of navy in ceramics and glass pieces add interest. Offer items at a variety of price points, focusing on those that have the best turn rate and margin for you. Feature items in the mix that are giftable and add a whimsical or humorous touch. We offer a wide variety of wine bottle stoppers — from glass mermaids and seashells to dolphins and funky fish — that make great keepsakes and gifts.

Veronica Bell, creative director, Primitives by Kathy: A lot of coastal home décor can have a longer shelf life, no matter where the store is located. Investing in neutral items will allow retailers to stay true to their brand while allowing opportunities to sell to larger audiences.