Homewares shopping aggregation site Mydeco has opened a virtual store in Sony’s social gaming platform PlayStation Home.


The platform has 7 million users worldwide, and allows then to create virtual versions of themselves who can decorate their homes with items bought at virtual stores.

The Mydeco store has been set up as a concession within Sony’s own Threads store, and is initially stocking a small collection of design-led products that the site feels represents its brand well. Each virtual product sold in the store costs €1.99.

Mydeco senior business development manager Annabel Kilner explained that the virtual store has been set up to encourage more purchases of physical products, as well as creating an alternative revenue stream for the company. She said: “The virtual products market is growing quickly and it’s interesting to be part of it, but it is also about developing brand awareness and loyalty.”

She added that the development is primarily targeting consumers in the UK, as most of the retailers Mydeco works with currently are UK-based. However, she said that it will be useful as the company expands internationally.