Livingetc to extend into branded interiors range

Livingetc has become the latest magazine to extend its brand into consumer goods, with the launch of a branded interior accessories and furniture range.

The line, which is aimed at Livingetc's core readership of 30-something urbanites, will go on sale later this month. It comprises nine products, including bed linen and a side table.

The range will be promoted in Livingetc and on its website, as well as through ads in titles across publisher IPC's specialist women's magazine division, IPC SouthBank.

The products have been produced in partnership with Bliss, which holds the licence for the Nigella Lawson range of homewares.

Other titles to have extended their brands include the National Magazine Company's Cosmopolitan, which has long been licensed to produce consumer goods ranging from vitamin supplements to toasters, while Hachette Filipacchi's flagship fashion magazine Elle produces clothes and bags.

Last year Livingetc launched a branded TV series (Marketing, 14 September). The show, which ran on the Discovery Travel and Living channels, featured designer Jasper Conran and Livingetc editor Suzanne Imre.

In the six months to December 2005, Livingetc had a circulation of 88,285, according to the Audit Bureau of Circulations. This represented a period-on-period decline of 6.1%.

The homes magazine sector is led by IPC's Ideal Home, with a circulation of 245,729.


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