Connecting to LinkedIn... redecorates with homeware magazine Livingetc collaboration


Furniture etailer has partnered with modern interior design magazine Livingetc to produce eight capsule furniture collections over the next two years.

The collaboration will entail the furniture being designed by’s in-house design studio, while the team at Livingetc will influence and devise a unique theme for each collection.

Launched in 2010 in Britain and later in France in 2013, is an online homeware platform that streamlines furniture design and the manufacture process which allows them create products from design to scale in as little as four months. Its recent venture with Livingetc is likely to bolster its reputation as a modern, on-trend furniture supplier.

Annabel Kilner, CEO of UK affirmed that the partnership highlights a “growing trend” in deals between commerce and content platforms.

"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” Kilner added.

“We’re aligning with a brand with a design-savvy and affluent audience, which is exactly our target market” she said.

The commercial affiliation will also see promotion within the Livingetc magazine and social platforms. 

Talya Msiri

Published on Friday 12 June by Editorial Assistant

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