Domino Pairs with Lenox on New Tabletop Line

Plates will be “bold, colorful and fun”
September 19, 2017Allison Zisko

Domino logo_fullNEW 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.

Coyle said Lenox has taken the lead in designing the assortment, although Domino got to “chaperone from a design point of view.” The visual identity of the Domino by Lenox collection will be “vibrant, colorful, optical in a strong but still feminine way, and visually playful.” The line will be casual and designed for everyday use, most likely available as a four-piece place setting or in sets of four with plenty of accessories, according to Lenox.

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.”

Coyle, NathanNathan Coyle
Domino, meanwhile, has been looking for ways to monetize itself as a media property and has been leveraging its name across various projects, including a handful of pop-up shops that sell curated home furnishings products and a staging consulting service that launched this spring. It also sells products on its website.

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.

Allison ZiskoAllison Zisko | Managing Editor/Tabletop Editor

After 15 years of covering the tabletop industry, Allison Zisko is still as enthusiastic as ever about the dinnerware, glassware and flatware categories. An in-depth analysis of how the category works intrigues her just as much as the latest fashion trends. As managing editor, Allison oversees the daily e-newsletter and works behind the scenes to help produce the print issue each month. She also directs HFN’s housewares coverage and covers the cutlery category. An avid reader, Allison is eager to talk to anyone and everyone about the latest book they are reading.


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