Online design brand Made.com has partnered with the British home magazine Livingetc to create a new furniture collection.
Over the course of two years, the partnership – brokered by Talisman Licensing in partnership with Time Inc – will release eight themed capsule furniture collections, designed by Made.com.
The first Livingetc collection went from sketch to production in six months and is now available to purchase via Made.com. The collections will be available across all of Made’s European territories.
“The commercial collaboration demonstrates a growing trend for deals between commerce and content companies,” said Annabel Kilner, head of Made.com UK.
“It’s beyond the media-for-rev-share deals that are growing at the moent, by adding in the fact we have asked Livingetc for input into the designs. It’s a genuine collaboration.
“We are aligning with a brand with a design savvy and affluent audience, which is exactly our target market.”
The partnership will see promotion within the Livingetc magazine, website and social platforms.
Suzanne Imre, Livingetc editor, added: “The style team at Livingetc are masters at trend spotting and we understand how people want to furnish their homes.
“We have 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.”