Checkerboard craze: sainsbury’s £10 frame fuels homeware hysteria

The checkerboard print is officially dominating the homeware landscape, and it's not just a fleeting trend – it's a full-blown obsession. From trinket trays to sprawling rugs, the bold grid pattern is everywhere, and Sainsbury’s is squarely at the heart of the frenzy.

Small details, big impact

It all started with a surprisingly viral moment: Habitat at Sainsbury’s launched a collection of checkerboard trinket trays and boxes late last year. Suddenly, Instagram and TikTok were flooded with images of these pieces, igniting a wave of demand. Now, Sainsbury’s is unleashing a whole new wave of checkerboard products, and the most eye-catching? A £10 picture frame – a deceptively simple piece that’s driving serious retail momentum.

The frame factor

This 5x5 inch checkerboard resin frame is the piece everyone’s vying for. Its warm tortoiseshell and ecru tones offer a sophisticated, almost muted take on the pattern, lending a touch of understated chic to any space. Forget overwhelming a room with a massive statement piece; this frame is about subtle injection of visual interest. It’s remarkably versatile, working beautifully with existing neutral palettes, particularly those incorporating shades of green, rust, or burnt orange – a surprisingly harmonious combination.

Beyond the basics

But the checkerboard onslaught doesn't stop there. Sainsbury’s is also offering a 4x6 inch version for £12, and a selection of round trinket trays and boxes in various colourways. The brown and white tray (£16) and the pink and green boxes (£7) are quickly becoming coveted additions to curated collections. Seriously, the sheer volume of content featuring these pieces suggests a level of enthusiasm rarely seen in the homeware world.

Strategic placement

Think bedside table, desk vignette, or even a window sill in the kitchen. The frame’s compact size makes it perfect for adding a pop of personality without disrupting the flow of a room. And, of course, it offers a classic opportunity to display a cherished photograph – a small, instantly gratifying detail.

The bottom line

While a full checkerboard rug might be a stretch for some, this £10 picture frame is a brilliantly executed entry point into the trend. It’s a testament to how a single, strategically placed product can ignite a consumer frenzy. Don’t be surprised if you see a lot more checkerboards popping up in your feed.