Made, Livingetc Build Furniture Collab

Online design brand Made.com has joined forces with the British modern homes magazine Livingetc to create eight capsule furniture collections over the next two years.

April 6, 2018

Made, Livingetc Build Furniture Collab

Online design brand Made.com has joined forces with the British modern homes magazine

Livingetc

to create eight capsule furniture collections over the next two years.

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

see promotion within the

Livingetc

magazine, website and social platforms.

“The style team at

Livingetc

are masters at trend-spotting and we understand how people want to furnish their homes,” says Suzanne Imre, editor,

Livingetc

. “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.”

“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.”

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