Homebase to launch House Beautiful and Country Living kitchens

DIY retailer signs three-year deal with publisher Hearst UK

26 Oct, 20

DIY retailer Homebase has teamed up with publisher Hearst UK to work with House Beautiful, Country Living and Good Housekeeping and create magazine-branded ranges, including kitchen furniture.

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As part of the three-year deal, Homebase will introduce House Beautiful and Country Living ranges which will include kitchens, furniture, home furnishings, decorative paint, outdoor living garden products and tiling.

The Good Housekeeping range will include kitchen and cookware products.

According to Homebase, the partnership will enable consumers “to be inspired by what they see and read in House Beautiful or Country Living and translate that inspiration into real-life purchases” either instore or online.

A kitchen range under the Country Living and House Beautiful brands will be the first to launch in December 2020, with other ranges developed and rolled out throughout 2021.

The partnership will see Hearst UK promote the ranges, which will be exclusive to Homebase, to its readers.

Commercial director for Homebase Dave Elliott said: “We’re excited to be working with Hearst UK and creating a range of new products for our homes and gardens that help customers recrease the latest style trends in their homes.

“This partnership will give customers even more options to purchase quality products from Homebase knowing they’ve been created with the innovation and inspiration from the stylist teams at House Beautiful, Country Living and Good Housekeeping.”

Chief brand officer of lifestyle, homes and weeklies at Hearst UK Sharon Douglas commented: “We’re thrilled to be working with Homebase on this licensing partnership.

“We know that our highly engaged audiences across Country Living, House Beautiful and Good Housekeeping turn to us when they want to create or get inspiration for their dream home.

“They trust our experts when it comes to what to buy, so a partnership with an iconic retailer like Homebase makes complete sense.”

It follows on from the announcement that Homebase is trialling high street stores, with its first showroom in Surrey.