Canadian Magazine Industry News
20 March 2014,     TORONTO
Style at Home launches decor line with Sears
Sears Canada outlets are now carrying an exclusive Style at Home branded decor collection featuring over 400 new products ranging from window dressings to fashion bedding.

Editor-in-chief Erin McLaughlin said the line mirrors the magazine's focus on "accessible aspiration," with elegant looks at affordable prices. It is Sears's largest home decor brand launch in 10 years.

Style at Home's Dark Beauty bedding has
Style at Home's Dark Beauty bedding is decorated with "gorgeous, oversized flowers against a charcoal background, which I love," said editor Erin McLaughlin

Style at Home, published by TC Media, designed the line in collaboration with home furnishing specialist Springs Global. The two previously teamed in 2012 for a 50-item product line in celebration of the magazine's 15th anniversary.

The April issue introduces the collection with a focus on fashion bedding; more products will follow in future editions. "One of the things that we have to be careful of, of course, is that we can't be exclusive," McLaughlin said. Competing products from other companies will be featured in the magazine as usual.

Sears Canada has struggled financially in recent times, shuttering a number of stores including its flagship location in Toronto's Eaton Centre in February 2014.The company continues to operate more than 110 stores in Canada with a steadier presence in middle-class suburban areas.

McLaughlin said there are similarities between the mag's readership (brand conscious moms with an average household income of $98,496, according to the media kit) and the retailer's customer base.

"I think it's a great Canadian company," she said, noting Sears's pioneering adoption of mail ordering and its embrace of e-commerce. The company's widespread, mainstream scope enabled the magazine brand to explore not just more stylized decorative pieces but also basics like mattress covers and pillows. "That was a great extension for us, to see how Style at Home can be in every single part of your house," said McLaughlin.
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