Elle Expands into Kitchen, Storage

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.

April 6, 2018

DuraKleen is on board to bring the women’s and lifestyle publishing brand to a range of homewares.

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.