Meredith Corp. announced a strategic alliance yesterday with Home Interiors & Gifts to create and sell branded home decor products under the Better Homes and Gardens title.
The line, the Better Homes and Gardens Collection, will be available by late 2003 or early 2004, according to Meredith, Des Moines, IA.
Dallas-based Home Interiors & Gifts Inc. has 80,000 sales representatives who will sell the products through in-home presentations. They also will offer subscriptions to Better Homes and Gardens magazine to their customers.
“Our joint research reveals that customers who attend Home Interiors & Gifts in-home decorating and gift shows recognize and associate quality with Better Homes and Gardens,” Meredith Publishing group president Stephen M. Lacy said in a statement. “Our alliance with Home Interiors & Gifts and its displayers offers us a unique opportunity to offer a collection of exclusive home decor products to a widely receptive and loyal customer base.”