Elle Expands into Kitchen, Storage
DuraKleen is on board to bring the women’s and lifestyle publishing brand to a range of homewares.
NORTH AMERICA–Lagardère Active has partnered with DuraKleen to develop a line of co-branded bakeware and a line closet storage collections based on the lifestyle and magazine Elle.
Inspired by Elle Gourmet and Elle A Table, the upcoming cookware range will feature bakeware and food preparation items. Dubbed the Elle Gourmet collection, the line will launch alongside new Elle décor-branded kitchen accessories and pantry items including breadboxes, flatware caddies, napkin holders and more.
In the storage category, Elle will launch its first Elle Décor closet accessories line that will include storage boxes, hangers, shoe racks, jewelry organizers and valet mirrors.
“Today’s women take great care of their closet. It is like their private world, and they want to make it look good to feel good. Elle Décor closet organization reflects perfectly the brand DNA: sober, clean and sophisticated, yet playful and eclectic. The full Elle Décor collection was launched in 2017 with seven different partners on specific key categories, and we are happy to count DuraKleen as one of our newest addition to make it even stronger,” says Eva Platini-Hernandez, head of licensing Elle/Elle Décor Americas.