Chatelaineis getting in bed with fellow Rogers Media property The Shopping Channel (TSC).
Adding to its print, online, TV and radio presence, the Rogers Publishing title has announced a new line of household merchandise that will be sold exclusively via TSC.
The Chatelaine Home Collection debuts today with a bedding line, with extensions being unveiled throughout 2015. The bedding will appear as “Today’s Showstopper” on TSC, with products ranging from a $24.96 throw pillow to a $174.97 duvet set.
The products will also be sold online at TSC.ca.
While there is an obvious synergy between the two Rogers Media properties, Penny Hicks, group publisher for Rogers’ women’s service magazines Chatelaine, Today’s Parent and Canadian Health & Lifestyle, said TSC is also attractive because it is a leading retailer that offers partners the opportunity to tell a brand story through its on-air segments.
While the Chatelaine Home Collection is being treated as a new revenue stream, Hicks said it also extends the reach of the Chatelaine brand among Canadian women.
“We’re always looking at revenue opportunities, but we’re also looking at how we connect with our audience,” she said. “Being able to develop a new business line and having an opportunity to connect with the women we inspire is certainly a measure of success.
“Obviously one of the key pillars of our brand is home, and being able to continue to amplify our expertise in home and décor is a real asset with the launch of this product line.”
Hicks declined to reveal the company’s revenue projections for the product line.
The Chatelaine Home Collection will be promoted through the publication’s print, online and digital editions, as well as on The Shopping Channel.
(Marketing and MarketingMag.ca are owned by Rogers Publishing).
