unites with homeware magazine Livingetc for design collaboration

Online furniture retailer has partnered with modern home magazine Livingetc to create eight capsule furniture collections over the next two years.

The partnership will see furniture designed by's in-house design studio with influence from the team at Livingetc, which will devise the theme for each collection.

Annabel Kilner, head of UK, said the commercial collaboration demonstrates a "growing trend" for deals between commerce and content companies.

"It's beyond the 'media-for-rev-share' deals that are growing at the moment, by adding in the fact we've asked Livingetc for input into the designs. It’s a genuine collaboration.

“We’re aligning with a brand with a design-savvy and affluent audience, which is exactly our target market.”

The commercial partnership will also see promotion within the Livingetc magazine, website and social platforms.

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