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CosmoLiving Brand Expands Product Line, Retail Reach

HIGH POINT, NC— The CosmoLiving by Cosmopolitan brand is adding two new product segments, home décor and removable wallpaper, to the brand lineup even as it expands existing collections of furniture and rugs.

The addition of storage solutions and home office essentials as well as shag, faux fur and viscose rugs, will fill out the previously introduced product line, one that the furniture industry first saw up close during the Fall High Point Market last year. The furniture and floor covers from Dorel Home and Rugs America debuted a few weeks earlier on Wayfair. The brand, created for style-conscious Millennials, focuses on products that suit small-space living and limited budgets.

The CosmoLiving home décor line brings an additional dimension to the brand’s home furnishings assortment. Cosmopolitan and parent Hearst, though its licensing division, worked with UMA Home Décor to develop an introductory slate of more than 200 items. The curated assortment offers consumers a variety of wall décor, lighting and home accessories that feature novel patterns, textures and colors with glam and bohemian undertones.

The removable wallpaper line, developed with licensee Tempaper, delivers a feminine sensibility suggested by dark and atmospheric color tones and romantic and ethereal abstract forms; for example, in the Forest Sterling and Garden Floral wallpapers.

Steve Ross, Hearst global chief licensing officer and head of brand development, pointed out that the CosmoLiving line has rolled out as a lifestyle solution based on Cosmopolitan reader preferences as expressed in household furnishings, home decor and remodeling.

The CosmoLiving rollout at Wayfair has included the namesake website and others it operates, including Joss & Main and All Modern, with further expansion occurring on Amazon.com. Ongoing plans call for CosmoLiving entry into new, international territories in 2019. Ross said that the demand for new CosmoLiving products— which got their to-the-furniture-industry debut at the Spring High Point Market— prompted the expansion of the line at retail and into global markets.

Officially launched in September of last year to coincide with the drop of a Cosmopolitan magazine issue that showcased the brand, CosmoLiving debuted with a Wayfair sweepstakes and supporting marketing, including social media, that featured the tagline “Fun, Fearless Living.”