Homebase and Hearst UK enter into brand partnership

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Homebase, one of the UK’s leading home and garden retailers, has secured a three-year partnership with the leading premium content and experience business, Hearst UK. As part of the deal, Homebase will work with three of Hearst UK’s magazine brands House BeautifulCountry Living and Good Housekeeping to create a new range of on-trend household and lifestyle licensed products. 

The House Beautiful and Country Living ranges will include designer kitchens, stylish furniture, beautiful home furnishings, a decorative paint range, outdoor living garden products, as well as new tiling ranges. The Good Housekeeping ranges will include kitchen and cookware products.

Together, this partnership will enable customers to be inspired by what they see and read in House Beautiful or Country Living and translate that inspiration into real-life purchases either in one of the 155 Homebase stores across the country or online at Homebase.co.uk.

A new kitchen range under the Country Living and House Beautiful brands will be the first to launch in  December 2020. The other ranges will be developed and rolled out throughout 2021.

The partnership will see Hearst UK promoting the new ranges, which will be exclusive to Homebase, to its engaged homes audiences, of which the majority are united by their desire to constantly upgrade their homes with the latest trends.

Dave Elliott, commercial director for Homebase, says: “We’re excited to be working with Hearst UK and creating a range of new products for our homes and gardens that help customers recreate the latest style trends in their homes. This partnership will give customers even more options to purchase quality products from Homebase knowing they’ve been created with the innovation and inspiration from the stylist teams at House Beautiful, Country Living and Good Housekeeping.”

Sharon Douglas, chief brand officer, lifestyle, homes and weeklies, Hearst UK comments: “We’re thrilled to be working with Homebase on this licensing partnership. We know that our highly engaged audiences across Country Living, House Beautiful and Good Housekeeping turn to us when they want to create or get inspiration for their dream home. They trust our experts when it comes to what to buy, so a partnership with an iconic retailer like Homebase makes complete sense.”