Goodful, Buzzfeed’s health-and-wellness-centered media brand has partnered with Macy’s to release a range of homeware goods.
According to an Adweek report, the line of 100 products for the home will be available on October 24 across 400 Macy’s stores and on the department store’s website.
“We’re proud of the partnership because it shows what a modern media company can pull off with a modern retailer. This is something that BuzzFeed can uniquely do–especially pull a program in this way and launch in the speed and efficiency in which we have launched it,” Ben Kaufman, head of commerce, BuzzFeed was quoted as saying from the Adweek.
As per the report, partners include Epoca (for houseware items), Cuisinart (for home electronics), Welspun (for bedding) and Aerogarden (for an in-home gardening system).
The news comes after BuzzFeed’s partnership earlier this year between its brand Tasty and Walmart.
To support the product range, a dedicated Goodful website will debut on October 24 that will feature some products and new photography, typography and content.
Select Macy’s stores will offer an in-store experience where a photo wall will be featured in the Goodful area for the shopper to post onto their social media channels.
As part of the in-store experience, select Macy’s stores will include an Instagrammable wall in the Goodful area. There will also be an experiential event at the Macy’s Herald Square location in New York with giveaways.
Last week, BuzzFeed announced the opening of an experimental store in New York City.