HSN, Food & Wine Partnership To Include Housewares

HSN and Food & Wine magazine are teaming to launch a strategic alliance that will bring together retail, content and housewares products across multiple platforms.

Launching in October, the partnership allows Time Inc., owner of Food & Wine, and HSN to debut a platform where users can explore shoppable content, exclusive instructional videos and recipes. The FoodandWine.com platform will feature a branded product line that has been designed by the Food & Wine editorial team and tested by its test kitchen team.

The housewares range will include cookware, cutlery, kitchen tools and accessories and small kitchen appliances ranging in price from $20 to $200. Additionally, the platform will feature curated products that will provide shoppers with additional features related to cooking and entertaining.

“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 Bill Brand, president, HSN. “We are creating a business model that will serve as a cornerstone in our strategy to inspire customers to shop wherever they go.”

“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, svp/strategy and business development, Time Inc.

In addition, HSN and Food & Wine will be hosting a national casting call to secure a culinary talent representative for the collaboration. The selected person will appear on HSN and FoodandWine.com, sharing their expertise within the culinary space to demonstrate the product line. The talent search will be conducted this summer.

The interactive storefront will launch in October on FoodandWine.com. The marketing program is a key component of HSN’s entertainment integration strategy, which drives engagement across all of HSN’s shopping platforms, including TV, digital and mobile.