Sherwin-Williams to launch HGTV HOME fashion bedding collection

28 Jan '11

2 min read

HGTV, the country's leading home and lifestyle television network, will expand its collection of licensed products with the launch of the HGTV HOME brand and three new product lines in the paint, flooring and bedding categories. Sherwin-Williams will launch the exclusive HGTV HOME by Sherwin-Williams, a line of interior paint and painting supplies, available in 3,000 stores by June 2011.

Beginning this spring, Shaw Industries will launch the exclusive HGTV HOME-Flooring by Shaw in select retail outlets, and the HGTV HOME fashion bedding collection, in partnership with Victoria Classics, will become available at retail nationwide.

HGTV HOME products are designed to be both functional and stylish, providing consumers with the right blend of form and innovation. Rooted in great design and aligned with current marketplace trends, the products translate the rich content, educational and inspirational voice, and great style that consumers love about HGTV to home and lifestyle products.

The new product lines will showcase a variety of stylish and innovative offerings within the targeted categories. HGTV HOME by Sherwin-Williams features eight unique color collections, durable and low-odor paint, as well as smart tools designed to help consumers enjoy a perfect painting experience. HGTV HOME-Flooring by Shaw features carpet, hardwood, laminate and area rugs. The selection also will include green choices such as Shaw's Anso nylon and Epic hardwood.

“Our partners are respected leaders in their categories and have a wealth of experience delivering high quality consumer products for the home,” said Ron Feinbaum, senior vice president and general manager, consumer products, Scripps Networks. “We believe that the availability of HGTV HOME-branded products will deepen the loyal relationship that HGTV already enjoys with consumers and will serve as an inspiration for them as they seek new ideas for their homes.”

With relevant home and garden product offerings, HGTV HOME will further leverage HGTV's expertise and extend its popularity with consumers from television and online to retail. HGTV's currently available line of licensed products includes HGTV Home Design Software by Avanquest as well as an eco-friendly HGTV Green Home by Serta Mattress Collection.

Upcoming HGTV HOME product offerings will encompass the categories of home organization, window coverings, and linens. New York-based Beanstalk serves as HGTV's licensing agency of record.

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