In a major move for the UK and Ireland’s leading made-to-measure blinds and curtain retailer, Blinds2Go has unveiled a fresh new brand identity. One they hope will tap into the emotional benefits of their products, and better connect with customers.
The new approach reflects a more design-led position for Blinds2Go, distinguishing it within a category usually focused on promotion and cost engineering. The guiding concept – “play with light” – runs through everything the brand touches, from photography and content to the customer experience and product design. It spotlights the deeper benefits that blinds and curtains bring, and empowers customers to transform their home, while building on Blind2Go’s longstanding reputation for high-quality design at affordable prices.
Gabriel Pires, CEO of Blinds2Go, said: “Our new branding reflects a huge shift for Blinds2Go as we’re helping our customers curate their lifestyle. We want to help them to create spaces they want to spend time in, buying window coverings for their functional aspect and also because they shape their mood and comfort, while setting a scene through light control.”
The update creates a flexible, unified visual and verbal identity, as well as a cohesive design system that will apply across Blinds2Go in the UK, SelectBlinds in the US and Tuiss, which operates across multiple markets and regions.
Elevating the visual identity
A more refined look now dials up the lifestyle and aspirational aspects of the brand, based on three core creative principles: it must be bright, light at heart and warm. That includes a simplified single-tone logo, a softer typeface and a warmer colour palette built around earthy, neutral colours. It’s a confident shift away from the company’s legacy purple and grey colour scheme, and brings the brand in line with more modern interior aesthetics.
New lifestyle photography captures real life moments in the home, showing how light can shift the feel of a space throughout the day.
Developing a distinct voice
Alongside the new look and feel is a refreshed, more direct and approachable tone of voice that brings the brand closer to its customers. It’s human, warm and playful, with the aim of speaking like a knowledgeable friend might, rather than a retailer.
Bringing the vision to life
Blinds2Go worked with London-based branding agency, The Clearing, to develop the creative philosophy, design and language system. They continue to collaborate as the brand is rolled out across the UK.
That brand builds on a strong foundation. Over 25 years, Blind2Go has grown into one of the UK’s most trusted retailers, launching collections with Liberty Fabrics, Disney Home, Netflix, William Morris and many more.
Their spirit of innovation continues today, with a growing range of no-drill solutions that are ideal for renters, and a range of products that can be installed by anyone in under five minutes. By offering their SureSize guarantee, Blinds2Go makes it easy even for the less savvy customers. All making magazine-worthy interiors feel achievable.
Gabriel, who became CEO in 2025 after more than two years as Global Ecommerce Operations Director at parent company Hunter Douglas Inc., added: “We’ve always offered exceptional quality, choice and value that often surprises our customers. This rebrand is about making sure every customer understands the value proposition from first interaction with the brand, as they can expect surprisingly affordable high-quality products from Blinds2Go.”
The new brand is now live across all digital platforms, including Instagram, Facebook, and TikTok. It’s being supported by the company’s largest marketing investment to date, which includes a national TV campaign.
Created in partnership with Equinox, the TV campaign brings the “play with light” philosophy to life through simple, everyday moments at home. It highlights how the right blinds or curtains can genuinely transform a space, and will run across primetime UK broadcast slots.
Gabriel concluded: “We exist to help customers create homes they love, with great design at reasonable prices. We’re looking forward to bringing the new brand to life with everything we do and carry on being a trusted brand in millions of UK homes.”
Source: Blinds2Go
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