Adairs is a leading Australian retailer of high-quality homewares, furniture, and bed linen, offering stylish and contemporary designs for every home.
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See all ads on AdLibrary →Adairs is an ASX-listed Australian homewares retailer (ASX: ADH) operating over 170 stores across Australia and New Zealand under the Adairs and Mocka brands. Founded in 1918 in Melbourne, the brand's Linen Lover loyalty program has over 1 million members and drives DTC online revenue above 40% of total group sales. Adairs is known for seasonal homewares inspiration, exclusive bedding collections, and strong e-commerce execution.
Adairs runs a loyalty-anchored marketing strategy where Linen Lover program events (bonus points, exclusive previews, member sales) are the primary conversion drivers. Meta ads balance aspirational homewares inspiration with promotional offers and loyalty sign-up acquisition. The brand's seasonal editorial—bedroom refreshes, gifting edits, winter warmth—gives it a reliable content calendar. See their ads at AdLibrary.
Instagram carries aspirational room-styling content and new arrival announcements. Facebook targets broader demographics for seasonal promotions and Linen Lover sign-up campaigns. Dynamic product ads retarget browse abandoners with product-specific creative. The brand's large loyalty base provides Meta with high-quality lookalike seed audiences that keep acquisition CPAs competitive.
Copy mixes inspirational language ('Refresh your bedroom this season') with loyalty urgency ('Linen Lover members earn double points this weekend') and product-specific callouts (thread counts, fill weights, new colourways). Sale creative (EOSS, Black Friday, stocktake) is direct and offer-led. The Linen Lover brand is consistently featured as a value-add across all touchpoints.
Adairs shows how a legacy physical retailer can build a DTC revenue channel that exceeds expectations by investing in loyalty infrastructure early. Their Linen Lover program is more sophisticated than most pure-play DTC loyalty programs, and the data it generates allows Adairs to target Meta campaigns with a precision that pure online retailers often lack. The physical store network also provides a returns and discovery infrastructure that reduces online purchase hesitation.
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