Wayfair Launches ‘Shoppable’ Video Series

In collaboration with Kin Community, a women’s lifestyle multi-platform video network, Wayfair is launching a new “shoppable” home design series created and hosted by the company’s executive creative director, Christiane Lemieux.

In its debut, the series Overhaul showcases a home makeover featuring YouTube creator and lifestyle personality Rosanna Pansino, offering audiences the opportunity to seamlessly shop the featured furnishings and home décor online, the company asserted.

Overhaul will look at emerging styles and trends in home décor, spotlighting room makeovers and innovative design solutions for celebrities and other lifestyle influencers across a variety of genres, Wayfair noted. The program and partnership with Kin Community is the latest content-to-commerce initiative from Wayfair and the first “shoppable” YouTube series dedicated exclusively to home design, furnishings and décor, the online retailer added.

“The launch of Overhaul and our partnership with Kin Community takes content to commerce to an entirely new level by making the latest in home design and furnishings more accessible than ever before,” Lemieux said. “Together we are bringing shoppable design ideas and inspiration directly to highly engaged audiences through a completely new format that allows viewers to directly link to and shop products featured throughout the makeover.”

The Overhaul series launches tomorrow with three simultaneous video uploads. Kin Community’s channel will include the first Overhaul episode, Lemieux’s channel will offer related how-to videos, Pansino’s channel will reveal a complete house tour and Wayfair’s channel will feature the products. All audiences will be able to click directly from each video to the Kin Store on Wayfair.com and purchase featured products.

“This collaboration brings together the home design expertise from Wayfair with the incredible fan engagement of Rosanna and Kin Community,” stated Vickey Montgomery, head of industry, retail, for YouTube owner Google, “creating content for the DIY and style enthusiasts that abound on YouTube.”

Sarah Passe, Kin Community vp/business development, said, “Kin Community truly is a community bringing together two of our top women’s lifestyle creators to create original and highly authentic content. This innovative collaboration with Wayfair takes advantage of Christiane and Rosanna’s strong digital expertise to engage their audiences in new experiences, while gaining expert tips from Christiane and seeing a side of Ro they have been clamoring for.”