Discerning consumer palettes may scoff at having to meander through a cavernous department store, weaving in and out of racks of Garanimals, women’s hosiery and then up an escalator to look for bedding. But, increasingly, they’re having no problem turning to their favorite specialty retailer or apparel brand to outfit not only themselves but their residences.

As brands that managed to snag the attention of Millennials flex their niche power in a struggling retail landscape, they’re now aging up and evolving to fit the needs of their audience. That’s translated, in many cases, to expansion into the home category.