HSN Partners With Food & Wine on Content Platform

Partnership will leverage HSN’s “boundaryless retail” strategy
May 11, 2017Allison Zisko

HSN_Food&WineST. PETERSBURG, Fla.—HSN and Food & Wine are collaborating on a joint content platform that will launch Food & Wine-branded housewares and entertainment-related products and feature a culinary spokesperson, instructional videos and recipes. It will appear on Food & Wine’s website in October and be featured on HSN’s TV, digital and mobile platforms.

The partnership will leverage HSN’s “boundaryless retail” strategy that drives seamless transactions and content-driven experiences, and advance Time Inc.’s strategy of tapping into new consumer experiences for its brands, which include Food & Wine, the companies said in a joint statement.

“We are thrilled to collaborate with Time Inc. to introduce new partnership strategies that will engage customers in unique ways, leveraging both our combined content-driven experiences and target audiences,” said HSN President Bill Brand. “We are creating a business model that will serve as a cornerstone in our strategy to inspire customers to shop wherever they go.”

FoodandWine.com will feature a branded product line designed by the Food & Wine editorial team and tested by Food & Wine’s Test Kitchen. Products will include cookware, cutlery, kitchen tools and accessories, small kitchen appliances and more, ranging in price from $20 to $200. The platform will also feature curated products that will provide shoppers with items for cooking and entertaining.

“The opportunity to partner with HSN and expand Time Inc.’s brands is a strategic focus. The combination of our premium brand Food & Wine, and HSN’s consumer experience is an ideal partnership as we unlock new platforms that expand our audience and drive revenue,” said Bruce Gersh, senior vice president, strategy and business development, Time Inc.

HSN and Food & Wine will host a national casting call this summer to find a culinary talent to represent the collaboration. That person will appear on HSN and FoodandWine.com, sharing their expertise within the culinary space to demonstrate the product line.

Allison ZiskoAllison Zisko | Managing Editor/Tabletop Editor
azisko@hfnmag.com

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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