Recreating the effortless, elegant style made famous by Country Living and House Beautiful, teams of editors and designers have brought their design visions to life in an exclusive collection of seven sofas.
The new initiative is in response to readers wanting to engage with Country Living and House Beautiful in the comfort of their own homes, and the brand extension is further evidence of both titles connecting with their audience in dynamic and innovative ways, say the publishers.
The Country Living collection comprises of four sofas – The Loch Leven, St Ives, The Gower, The Wicklow and Wexford. In house designers have taken inspiration from the wonderful and varied British and Irish countryside and each piece is made with the finest materials and complementary fabrics.
The House Beautiful range has a more contemporary European feel. The three pieces – Casa Mila, The Bauhaus and Villa Savoye feature vibrant fabric colourways developed in collaboration with famous Italian fabric designer Arturo Pozzi of Vicenza, Italy.
Both collections have been designed with the reader in mind and are available in a choice of fabrics and sizes, plus contemporary chairs, footstools, cushions and throws. Each piece is handmade to order by a specially selected team of master craftsmen in Lincoln House in Derbyshire.
Initially launched in 19 stores in the UK, the range will be made available across all DFS stores in the late summer. It is being supported by promotional activity across Hearst Magazines UK print and digital properties and promotion in selected DFS stores.
Group Publishing Director, Lifestyle Group, Judith Secombe says, “Launching our fantastic collection exclusively through DFS demonstrates our commitment to readers wanting to immerse themselves in the stylish elegance of Country Living and House Beautiful. Both are powerful multi-platform brands and we’re focused on replicating the success in print to connect with audiences in pioneering ways.”
Ian Filby, CEO, DFS says, “Our partnership with Hearst Magazines UK is a natural next step for both of our brands. As Britain’s leading sofa retailer we’re delighted that these collections will be retailed exclusively through our stores and that they both represent the best in British quality and craftsmanship. As a British company ourselves, we’re proud to be involved.”
