Made, Livingetc Build Furniture Collab

Time Inc. U.K.’s content and brand licensing team structured the deal in partnership with Talisman Licensing.

The furniture will be designed by Made’s in-house design studio in collaboration with the

Livingetc

team, who will create a theme for each collection.

The first

Livingetc

collection is now available via Made.com across all of Made’s European territories.

“This commercial collaboration demonstrates a growing trend for deals between commerce and content companies," says Annabel Kilner, head of Made.com U.K. “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

Livingetc

magazine, website and social platforms.

“This is an innovative approach to licensing with a great, dynamic partner,” says

Andrew Horton, director, content and brand Licensing, Time Inc. U.K. “It reflects our focus on ambitious commercial deals that use our content, brands and consumer insight to deepen consumer relationships, power product innovation and drive sales.”