IT ALL STARTED with an egg chair. Granted, we all did some unhinged online shopping during the pandemic. But the £150 Aldi egg chair – so beloved in May 2020 that around 40,000 people waited in a virtual queue at midnight to buy one – was probably the product that proved supermarkets can create cult interiors buys. Welcome to the age of middle aisle homeware magic.

Now, with the UK interiors industry worth £1.5bn, it’s not surprising to see high street stores grabbing a piece of the pie. And consumers – spending more time at home but with less cash to decorate as the cost of living crisis bites – are eating it up. DIYers looking for a new armchair are likely to search H&M or Oliver Bonas. Trend obsessives are prone to leaving TK Maxx with a new vase instead of a dress.

Guillaume Vaillant, design manager at H&M Home, says, ‘Interior design has evolved into a key element for people to find comfort, joy and inspiration in their homes, as well as in their workspaces. This trend is creating an exciting market where consumers are looking for designs that carry a strong sense of identity and impeccable quality. It’s an exciting era for design enthusiasts.’

Author and interiors guru Katherine Ormerod – who posts about decorating her rented home on her social media – says the key to finding great design on the high street is always keeping your eyes open – because by the time you see a piece on an influencer’s page, you’ve probably missed it.

‘When I’m wandering in Sainsbury’s I look for homeware,’ she says. ‘I look every week in Flying Tiger. I have lots of things from H&M, Zara, John Lewis, Anthropologie, Arket, Daylesford, Oliver Bonas, Next and Urban Outfitters. I know snobbery is misplaced because people always say, “I can’t believe that’s from X or Y.” But if you don’t have a Conran budget, you have to put more time in to get the look.’

Part of the appeal of high street interiors is how trend-led they can be, with the stores used to pivoting quickly according to fashions. ‘We look closely atcurrent and upcoming trends and make them our own, ensuring they’re right for our customers,’ says Julie Ashfield, managing director of buying at Aldi.

‘We strive for our homeware ranges to be on-trend and stylish while remaining practical, great quality and at a fantastic price point.’

And cheaper doesn’t have to mean wasteful – the right pieces are well made and last. ‘Strong design, great quality and affordable price in a sustainable way are at the core of customers’ concerns today,’ says Vaillant. ‘Design should be accessible to all budgets and at H&M Home we have an amazing team of designers who put all their creativity in our collections to make it possible for everyone to create a modern and inspiring interior. We thrive for designs with a personal touch, inspiring and relatable that everyone can afford.’

There’s a caveat, though – it’s about striking the balance throughout your home. ‘Ultimately, my taste and look has always been about the high-low,’ says Ormerod. ‘A mix of high street, designer and vintage with a hotchpotch of special things I’ve brought back from my travels. To recreate a similar vibe, of course you can buy things on the high street, but you do need those one or two pricier items to elevate the whole room or else it’s just low-low.’