The sofa collection takes inspiration from the catwalk and is named after the streets around Red’s offices in London’s Soho. The “chic and self-assured” range includes the comforting Broadwick, the elegant Lexington and the sophisticated Berwick.
Made exclusively by Sofa Workshop in a family run, British workshop based in Long Eaton, each piece will be handcrafted to order utilising traditional techniques for time-tested comfort and durability, says Hearst. The collection is made from FSC accredited materials.
The sofas will be available exclusively at Sofa Workshop’s Tottenham Court Road store from the 5th December, before launching in all stores on 9th January 2017. The sofas will also be available online at sofaworkshop.com.
Jacqueline Euwe, Group Publishing Director at Hearst Magazines UK, said: “Red can reach affluent, influential and style conscious women on a scale that few brands can. Sofa Workshop’s premium positioning and ethos makes it the perfect brand-licensing partner for Red’s outstanding lifestyle content and unique aesthetic - we couldn’t be prouder of this chic collection. Strategically, this project continues our strategy of driving deeper engagement with our audience and unlocking non-traditional revenue streams.”
Megan Holloway, Marketing Manager at Sofa Workshop, said: "We're absolutely delighted to launch our new collection, designed in collaboration with the team at Red Magazine. The designs draw inspiration from classic shapes and have been perfectly reworked for modern living. The range showcases the very best of homegrown design and craftsmanship. And what’s more, each piece can be individually customised by choosing from our extensive range of 3,500+ fabrics so customers can create a sofa truly unique to them."
Hearst Magazines UK says that it continues to invest in new ways to reach its audiences and grow revenues in non-traditional areas such as brand extensions, which include the DFS Country Living range, Men’s Health vitamins and House Beautiful Homes.
