The partnership will see furniture designed by MADE’s in-house design studio with influence from the Livingetc experts, who will devise the theme for each collection.
MADE.COM’s lean business model not only creates great savings for the customer, but also saves time, says Time Inc. The first Livingetc collection went from initial sketch to production in just six months and is now available via MADE.COM. The collections will be available across all of MADE’s European territories.
The first collection is for the living room and features luxury materials made accessible including hide, marble and velvet – with prices ranging between £28 for a cushion and £999 for a three-seater sofa. The neutral palette is brought to life with injections of on-trend copper and classic emerald green.
Annabel Kilner, Head of MADE.COM UK, said: “The commercial collaboration demonstrates a growing trend for deals between commerce and content companies. It's beyond the "media-for-rev-share" deals that are growing at the moment, by adding in the fact we've asked Livingetc for input into the designs. It’s a genuine collaboration. We’re aligning with a brand with a design-savvy and affluent audience, which is exactly our target market.”
The commercial partnership will also see promotion within the Livingetc magazine, website and social platforms.
Suzanne Imre, Livingetc editor, said: “The style team at Livingetc are masters at trend-spotting and we understand how people want to furnish their homes. We’ve thoroughly enjoyed working with the inspiring MADE.COM design team on this first collection. This range, with its modern, stylish and relaxed pieces, is perfect for the Livingetc audience.”
Yvonne Ramsden, publishing director, added: “This is a great example of the way we are tapping into the credibility, expertise and trusted position of our home interest brands. We are the market leaders in producing home interest content, which lends valuable insights to such partnerships. We’re thrilled to see the first results of Livingetc’s collaboration with MADE.COM.”
Andrew Horton, director of Time Inc. UK’s Content & Brand Licensing team, structured the deal working with Talisman Licensing. It forms part of the team’s focus on using Time Inc. UK content, brands and consumer insight to deepen consumer relationships, power product innovation and drive sales.
