The acquisition will add more than 300 products to L’Oreal’s lineup.
Editors of the décor magazine will select items to feature from Wayfair.com.
Fans of Coastal Living now can shop an online boutique featuring products selected by the magazine’s editors thanks to an agreement with Wayfair LLC, No. 50 in the Internet Retailer Top 500 Guide.
The new Coastal Living at Wayfair section of the Wayfair e-commerce site offers links to magazine content and features selected products meant to recreate décor featured in the “shelter” publication—that is, one that focus on home décor, design and related areas. Products include appliances, furniture, flatware, textiles and home accents tied to coastal style, travel and food.
“The Coastal Living boutique simplifies the path from inspiration to realization by offering shoppers tons of options for great home décor and coastal style,” says Antonia van der Meer, editor-in-chief, Coastal Living. “We are able to better serve our readers by bringing the design aesthetics we love to one trusted retail destination for the seamless extension of our brand into their homes and lives.”
Editors’ picks featured today on the site, wayfair.com/coastalliving, include dish cloths, a chimney starter, a dining table and bed skirt. Shoppers can subscribe to the magazine via a link posted on the site. No financial terms were disclosed.
The move represents the latest step in combining editorial content with e-commerce. Earlier this month, for instance, Lucky magazine launched a service called MyLucky that enables readers of the online version of the magazine to buy from such brands as Macy’s, Sephora and Armani.