Livingetc has moved into ecommerce for the first time with a shop on Clippings.com, a design-led e-marketplace for furniture, lighting and homeware.
The Livingetc Edit on Clippings.com has launched with more than 400 products, which are all chosen by the Livingetc editorial team, which is led by editor Suzanne Imre. The team will add to their curated edit of the range as they feature products that are listed on Clippings.com in the magazine.
Livingetc aims to bring an editorial perspective to this venture. It launched with a focus on indigo, and a profile of designers Golden Biscotti and Minehead, and will aim to inspire through decorating ideas and designer profile.
Stewart Fox-Mills, digital commercial director of Time Inc UK’s home brands, said: “Livingetc is renowned for identifying and predicting the latest interiors trends and for its support of modern design. This partnership with Clippings.com allows us to deliver great products to our customers and reinforces our strategy of leveraging the expertise of Time Inc UK’s trusted brands into new revenue streams.”
The move from the homes magazine follows a trend for glossy titles, particularly in the fashion arena, to move into commerce. So far Condé Nast has said it will launch a global ecommerce business at Style.com – though at the time of writing this URL still pointed at Vogue.com. Meanwhile, Marie Claire, Livingetc stablemate at Time Inc UK, earlier this year unveiled a partnership with Ocado to sell from through a Marie Claire branded website, which is set to launch next year. Other magazines running their own ecommerce stores include Grazia.
