By Dave Stewart
Spring is the perfect time of year to think about updating and decorating around the home.
Style at Home, a TC Media magazine, aims to make those home décor plans a lot easier by teaming up with Sears Canada to offer its own exclusive line of products that bring the pages of the magazine to life.
Now available in all Sears retail stores across Canada and online at www.sears.ca/styleathome, the line will carry an assortment of fashion bedding, bed basics, sheets, bat co-ordinates, shower curtains, window dressings and much more.
It’s the largest home décor collection launch in the past decade for Sears, featuring more than 400 new products.
Erin McLaughlin, editor-in-chief with Style at Home, said the launch includes a sizable collection of new products.
“It’s been a great creative collaboration,’’ McLaughlin said. “It’s just a huge exciting partnership.’’
That partnership brings to the table the magazine’s esthetic. It’s not just the usual home décor collection, she said.
“It’s a collection that has been inspired and created by the really talented design team at Style at Home.”
McLaughlin worked with Springs Global, a Brazil-based leading decorative home furnishings company, to create the exclusive products.
“I’m most excited about the fashion bedding, which basically means coverlets, sheets, comforters and duvets, as well as really great accent pillows. We also did some really great curtains, some awesome plain but beautiful coloured towels and sheets — solid colours but really a fresh pallet that feels very Style at Home.’’
The Style at Home brand is well known, from exposure on television to an ever-expanding social media reach on Facebook, Twitter, Pinterest and the magazine’s new iPad edition.
McLaughlin said Sears Canada is the perfect partner to team with. Sears, essentially, started the idea of mail catalogue shopping across the country, exposing Canadians to big brand-name items.
“I think that Style at Home is a really strong and wonderful brand, as is Sears, so this is a really great opportunity for them to bring a fresh new vibe to the company.’’
However, it’s one thing to have people flipping through magazine pages on the Internet, quite another to have those products in a major store where people can actually touch them.
“To put your stamp on products that people will have in their homes was a really exciting opportunity.’’
Teaming with Sears Canada will make the Style at Home brand even more accessible to Canadians, and to the magazine’s readers, now.
“If we can help them even more by providing them with products that help create that (Style at Home) look then we’ve done our job.’’
Cindy Jardim, associated vice-president for home and hardlines, brand and trend for Sears Canada, welcomes the partnership.
“The Style at Home collection offers our customers from coast to coast a new and exciting custom designed assortment of stylish, high quality items for the home at great prices,’’ Jardim said.
TC Media, which owns Style at Home, also owns this newspaper.
The magazine is also having a contest where someone will walk away with a complete bedroom set for free. Enter at www.styleathome.com/contests.
On the Web: www.styleathome.com