Online design brand MADE.COM has joined forces with Livingetc to create eight capsule furniture collections over the next two years.
The first Livingetc collection went from initial sketch to production in just six months and is now available across all of MADE’s European territories.
The first collection is for the living room and features luxury materials made accessible including hide, marble and velvet.
Annabel Kilner, Head of MADE.COM UK, said: “The commercial collaboration demonstrates a growing trend for deals between commerce and content companies.
“It’s beyond the “media-for-rev-share” deals that are growing at the moment, by adding in the fact we’ve asked Livingetc for input into the designs. It’s a genuine collaboration.
“We’re aligning with a brand with a design-savvy and affluent audience, which is exactly our target market.”
Yvonne Ramsden, Livingetc Publishing Director, added: “This is a great example of the way we are tapping into the credibility, expertise and trusted position of our home interest brands.
“We are the market leaders in producing home interest content, which lends valuable insights to such partnerships.”
Andrew Horton, director of Time Inc. UK’s Content & Brand Licensing team, structured the deal working with Talisman Licensing.