In recent times, some decoration stores can’t cope. They replenish merchandise every week, upload a product to networks and in a matter of hours it is sold out and they live with a constant flow of customers who come in, look and buy. These are not always large chains or historical brands, but most of them belong to a new breed that found a clear formula: trending objects, affordable prices and a digital strategy fine-tuned to detail. In a context where consumption is shrinking, They made decoration stop being aspirational and become a possible purchase and increasingly common.
Between emotion and trends
The scene is repeated on Instagram accounts, reels and tours of real houses. To understand what is behind this change, it appears the look of Dolly Moncla (@dollymoncla), decoration influencer that built a community by showing its own processes, decisions and mistakes. His reading is clear: “More than changing the way people think about their home, what has changed since the pandemic is the importance given to decoration.”
The turning point was concrete. “The pandemic put us in a situation of being inside 24/7. No one could escape that bond with their home, what it generates and what they want to feel there,” he explains. That forced contact finished removing the decoration of the accessory place that it often occupied. “It became aware that, far from being something superficial, directly impacts mood”.
From there, the effect was a chain. More people began to intervene in their spaces, to look for references and, above all, to want access to deco products. And the appearance of brands with affordable prices was a direct response. “Now the number of people who buy decoration is more massive. and it is great that the market supports it with different alternatives,” says the specialist.
The other factor is cultural and runs through all consumption. “We live in a globalized world and we cannot escape trends. They are a source of inspiration,” he points out. The key to the phenomenon appears in this intersection between desire, networks and budget. “I love that access is democratized so that everyone can make their spaces more beautiful.”
Volume and rotation
The phenomenon is also read on scale. Ganga Home, which began as a project focused on accessible and high-turnover decoration productsopened its first mega store in Dot at the end of 2025, in the space that Falabella occupied for years. The data is not minor: it speaks of a brand that grew leveraged in networks, with a model based on competitive prices, constant replenishment and quick reading of trends, which today makes the leap to a high-volume physical format.
Behind it there is a dynamic of products that come and go quickly, an aesthetic aligned with what circulates on Instagram and TikTok and a proposal designed so that the purchase is immediate. There are no large designer developments or unique pieces, but rather objects that work together and allow spaces to be updated without large investments.
Alto Rancho moves along the same lines, where the idea of accessibility is based on price as the only axis. “It doesn’t just depend on how much it costs, but on how it is chosen and what function each object fulfills,” explains Santiago Ribatto Crespo, Marketing Manager. The key is to avoid the purely decorative object: “We look for the pieces to have a second function, that they are not just filler.”
That look is also based on a specific combination. “Good price, good quality and functionality”, summarize. And it translates into specific products: there are classics with immediate impact (paintings, mirrors, candles, diffusers), but also new protagonists. “Cordless nightstands combine aesthetics with functionality very well and make a real difference in any space,” he highlights.
On the consumption side, the change is just as clear. “Trends have accelerated much more than before and that requires us to be constantly updated,” they point out. At the same time, the audience expanded: today there are younger profiles who investigate, compare and make decisions about their spaces. In that sense, what is used the most is what is seen the most and what has the most influence on the home experience, so the recommendation is to prioritize structural pieces (table, chairs, armchair) and then complete it with more accessible objects that allow you to follow fashion without disassembling the whole.
Everyone takes note
And if new brands pushed the phenomenon, long-established ones are also taking note. In Arredo, with more than four decades in the textile industrythe change in consumption is clearly perceived. “Home stopped being the place we return to. It became the space that accompanies us and contains us in a thousand ways,” describes Agustín Sasson, part of Arredo LAB. This shift directly impacts purchasing decisions. “People are spending more time at home and rediscovered that value and it shows in how they choose.”
So, the idea of accessible deco is also redefined. “For us, being accessible is much more than having a good price, which we have. We want whoever connects with Arredo to find a proposal of design, experience and quality,” he says. And he adds: “We don’t want to sell generic objects. We want to bring a special piece to each home.”
On that path, the job reinforces and empowers. “We have decades of textile work behind us. We know every fabric, every finish, every production decision,” says Sasson. This knowledge allows them to maintain a balance between price and design and reinforce their own commitment. All in line with a market that moves quickly and redefines its own rules.
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