HGTV plans to launch the “HGTV Home” brand, which includes three new product lines in the paint, flooring and bedding categories. Sherwin-Williams will launch a line of interior paint and painting supplies this June; Shaw Industries will launch a flooring line and Victoria Classics will launch the fashion bedding collection.
HGTV already offers licensed products such as home design software by Avanquest and an eco-friendly Green Home by Serta mattress collection. HGTV is also developing products in other categories including home organization, window coverings and linens. Beanstalk is the licensing agency for the Scripps Network.
“Our partners are respected leaders in their categories and have a wealth of experience delivering high quality consumer products for the home,” says Ron Feinbaum, senior vice president and general manager, consumer products, Scripps Networks. “We believe that the availability of HGTV Home-branded products will deepen the loyal relationship that HGTV already enjoys with consumers and will serve as an inspiration for them as they seek new ideas for their homes.”