Domino Pairs with Lenox on New Tabletop Line
September 19, 2017,
NEW YORK—Domino, the content, commerce and home furnishings inspiration platform, is collaborating with Lenox on a Domino-branded tabletop collection that will launch in 2018.
Domino hopes to convey its brand identity as the go-to source for home design information and inspiration through this new collection of dinnerware, which is still in the product-development stage but promises to be “bold, colorful and fun,” according to Lenox.
“Lenox is the undisputed leader in the category,” said Domino CEO Nathan Coyle in discussing the partnership with HFN. “I am honored to be in business with them,” he said, citing the brand’s history, leadership, market position and relationships with retailers.
Domino connects well with coveted Millennials. Domino’s strong brand identity, conveyed through its tone of voice and how it talks about home furnishings, resonates with a younger audience, Coyle told HFN. Domino has doubled its Millennial readership year over year, he said. “Our readers love the brand. We have this cult-like fan base,” he said.
That did not go unnoticed by Lenox. “They squarely talk to and resonate with Millennials,” said Lenox CEO Katrina Helmkamp. “Lenox continues to be interested in licensing where it can bring us a unique style or aesthetic,” Helmkamp said. “We want to offer a full spectrum for today’s entertaining [styles] and registries.”
In an evolving journalism landscape, media brands are pressing to unlock new revenue streams. “To build real enterprise value besides advertising dollars is key,” Coyle said.
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- Ikea’s Fluid Spaces - The retailer’s new intros reflect multifunctional rooms.
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