Home Beautiful launches first branded homewares range at MyHouse

Are Media’s Home Beautiful will launch its first branded homewares range, available at MyHouse stores.

The announcement:

Are Media’s Home Beautiful is launching its first branded product range to inspire and empower homeowners with the confidence to create their own home beautiful.

The Home Beautiful line covers homewares, kitchenware, linen, bedroom and bathroom accessories, candles and aromatherapy. It will be available exclusively across 50 MyHouse stores initially, expanding to 100 stores in coming years.

Home Beautiful, Australia’s most established homes title which has been publishing for almost a century, has partnered with leading manufacturer and wholesaler Global Retail Brands to develop and produce the line. Working closely with Global Retail Brands, the Home Beautiful team have overseen the design concepts – including colour palettes, material and textures of products, each chosen with each Home Beautiful shopper in mind.

Over a third of Home Beautiful readers intend to renovate or redecorate their home in the next 12 months and they are 1.6 times more likely than the average Australian to have bought manchester, soft furnishings, homewares or home decorations in the last four weeks. Collectively they spent $114 million on home and garden products in the last four weeks, accounting for $1 in every $37 spent on home and garden products.*

Shane Sutton, group publisher, homes group at Are Media said: “Home Beautiful is one of Australia’s most trusted and influential publications and to expand an already robust print and digital content brand into the retail space in the new reimagined MyHouse stores is an incredible opportunity.

We look forward to sharing the timeless Home Beautiful aesthetic with our loyal readers and to exposing this growing brand to new audiences through a wide range of affordable but high-quality products, which will be featured across our print and digital broader network.”

Elle Lovelock, editor-in-chief of Home Beautiful added: “We’re so excited to be working with Global Retail Brands and MyHouse to create a Home Beautiful homewares range that really speaks to our brand DNA: stylish practicality and attainable luxury. To provide our audience with the opportunity to lift our style off the pages of Home Beautiful and into their homes is wonderful.”

Steven Lew, founder and chairman of Global Retail Brands offered: “Home Beautiful is recognised by all Australians as the go-to home fashion magazine. We look forward to developing suitable ranges and cementing it as one of our pillar brands within our business. MyHouse will be the destination for stylish and purpose fit homewares for your bedroom, bathroom and living rooms.”

Meghan McGann, head of brand and product development for MyHouse, said: “We are thrilled to release stunning exclusive linens and home accessories branded Home Beautiful that imbues the promise of both our brands; dependable, beautiful, unique and of enduring quality. With a launch date set for spring/summer 2021, we can’t wait for the collection to grace our remodelled and newly launched MyHouse stores nationally.”

Are Media has Australia’s most trusted home brands including Australian House & Garden, Real Living, Better Homes and Gardens, Country Style, Home Beautiful, Belle, Inside Out and Homes to Love, covering every aspect of the homemaker journey from decoration and style to building and renovation.

*Source: Roy Morgan Single Source Australia, December 2020 – Australian Population 14+

Source: Tag PR media release


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