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BuzzFeed, Macy's Launch New Homeware Line

BuzzFeed, Macy's Launch New Homeware Line
Goodful, Buzzfeed’s health-and-wellness-centered media brand, is partnering with Macy’s to release a range of homeware goods, according to Adweek.

The line of 100 products for the home will be available on Oct. 24 across 400 Macy’s stores and on the department store’s website. The news comes on the heels of BuzzFeed’s partnership earlier this year between its brand Tasty and Walmart.

“We’re proud of the partnership because it shows what a modern media company can pull off with a modern retailer,” Ben Kaufman, head of commerce, BuzzFeed, tells Adweek. “This is something that BuzzFeed can uniquely do–especially pull a program in this way and launch in the speed and efficiency in which we have launched it.”

Partners include Epoca (for houseware items), Cuisinart (for home electronics), Welspun (for bedding) and Aerogarden (for an in-home gardening system), reports Adweek. To support the product range, a dedicated Goodful website will debut on Oct. 24 that will feature some products and new photography, typography and content.

Select Macy’s stores will offer an in-store experience where a photo wall will be featured in the Goodful area for shopper to post onto their social media channels. An experiential event with giveaways at Macy’s Herald Square in New York is also being planned.

Last week, BuzzFeed announced the opening of an experimental store in New York City.

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