Wayfair Allies with HGTV on Program Integration

Wayfair.comBOSTON-Wayfair has reached an agreement with HGTV for program integration on some of the home network's shows, including "Brother vs. Brother" and "Flipping the Block."

According to a joint statement from the two companies, this integration is part of a broader partnership that unites HGTV's home-design programming with the home-goods selection on wayfair.com. Through this integration and daily sales events on the website, consumers will be able to shop for products from their summer shows.

The effort debuted in June with the season premiere of "Brother vs. Brother," and will continue this month with the debut of "Flipping the Block." The latter will feature integrated content from Joss & Main, Wayfair's members-only home-goods brand.

Furthering the integration, HGTV features wayfair.com products in a pop-up shop and on a design truck as part of "Brother vs. Brother's" Design Town. This is where contestants shop for products to bring their interior design visions to life, the statement said.

"We have partnered with HGTV to close the gap between content and commerce in the home-design and renovation category," said Niraj Shah, Wayfair's co-founder and CEO. "Together, we are addressing the mass market with design ideas and home solutions that span all styles and budgets to make great design accessible to everyone."

HFN Staff | News & Commentary

HFN provides detailed information on the key home classifications: Housewares, Tabletop, Floor Covering & Rugs, Furniture, Home Textiles, Lighting, Home Decor, Mattresses & Bedding, Gifts, Major Appliances and Consumer Electronics as well as Business, Finance and Retail.

Videos

  • Adriana Hoyos Relaunches Brand at High Point Market

    Camera Icon   More Videos

Subscribe to
HFN Omnichannel
Receive the news you need to know about the trends in the industry delivered right to your inbox.

Current Issue

  • HFN cover for September 2017

    HFN's DIGITAL EDITION

    September 2017


    COVER STORY:

    2017 State of the Industry Report
    Cautious Optimism, Mixed Results

    Many expected 2016 would be a banner year, but the political and economic climate softened consumer confidence. It was also a year consumers spent more lavishly on home remodeling rather than decorating.


    ALSO IN THIS ISSUE:

    •  TJX Unveils First U.S. Homesense Store - In a time when retailers are reducing store counts, TJX continues to get physical.
    •   Ikea’s Fluid Spaces - The retailer’s new intros reflect multifunctional rooms.
    •  N.Y. Home Fashions Market Preview - Textile textures get soft and cozy, colors warmer.