Taking on Kmart: Aussies flood The Reject Shop to snap up stunning new homewares range that quietly dropped
Officially in stores on May 28, the new fairytale-inspired range draws upon common phrases and themes from Alice in Wonderland and is perfect for those who love a pop of colour at home.
Very Mad Hatter-esque, the 'frabjous' collection features mushroom bowls and cake plates ($5), teacups and saucers ($8), glass magnet sets ($5) and an adorable striped toilet brush ($12.50) guaranteed to brighten up any dreary bathroom.
Other highlights include scalloped plates reminiscent of those sold by No.22 and In The Roundhouse.
Each one is stamped with a kooky phrase like 'We're All Mad Here', 'Eat Me' and 'Oh My Ears And Whiskers How Late It's Getting'.
The soap dispensers, mushroom-themed lazy Susan, and 'Hatter' tumblers are also expected to be sell-out hits.
Even though the range officially dropped on Wednesday, shoppers have been spotting the pieces on shelves for the past week and eagerly shared snaps of their finds on TikTok.
'Every week I'm absolutely stunned by what I'm discovering at the Reject Shop,' shopper Clare Jane raved.
'They understood the assignment this week. Get the girls together for a high tea mad hatters edition this Sunday.'
And hundreds of others agreed.
'Yes I love The Reject Shop I got [stuff] there for my pink and white kitchen theme... I'm going to need the pink mushroom,' one shopper replied.
It's the latest in a string of hits for the store, which is increasingly taking on the likes of Kmart and Target with its affordable designer-inspired collections that are designed to mix and match.
Aussie bargain hunters were thrilled earlier this month with news of The Reject shop's latest multi-million-dollar takeover deal, which has promised an expansion of 700 new stores nationwide.
Canadian retail giant Dollarama acquired the store for an eyewatering $259million - a deal that marked a milestone moment for the brand.
Speaking exclusively to FEMAIL, a Reject Shop spokesperson teased that they couldn't give away too much when it came to their future plans, but did hint they may explore more luxury-inspired offerings.
'We have some very exciting homewares collections coming up throughout the year and cannot wait to share them with our customers,' they said.
'We love home decor that gives a colourful personality to spaces, giving our customers the chance to make exciting choices with their interior design while remaining on a budget.'
The Reject Shop CEO Clinton Cahn announced that he was 'excited about the opportunities that this transaction presents', as many Australia consumers are in such a cost-of-living crunch.
This deal will also see a huge rise in availability for Aussies to get their hands on products even quicker, with more physical stores to cater to the rising demand.
However, not all fans are convinced this is a good thing, worrying that the prices, quality and luxury 'dupes' might diminish now that Dollarama has taken over.
'Gosh... they better keep there low prices or I will never shop there again,' one said on TikTok.
'If they change the type of products that the reject shop sells I'm going to be so mad because the strawberry collection of plates and bowls are everything to me,' commented another.
Even though the range officially dropped on Wednesday, shoppers have been spotting the pieces on shelves for the past week and eagerly shared snaps of their finds on TikTok
According to UNSW consumer behaviour researcher Professor Nitika Garg 'The Reject Shop's buy-out signals a strong vote of confidence in the Australian retail sector'.
Speaking to FEMAIL, Professor Garg said 'healthy competition between budget retailers is ultimately a win for Aussie shoppers'.
'It pushes companies to improve quality, keep prices low, and deliver better value,' she said.
A deal like this will also be a huge boost to the local economy.
'This influx of capital could drive innovation, expand local operations, and create more jobs - all of which are positives for the broader Australian economy,' Professor Garg said.
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