Designed around Ideal Home’s five favourite looks – comprising Simple Country, Mid-century Modern, Hotel Chic, Modern Glamour and Retro Scandi – the range lets consumers create Ideal Home’s style in their own homes, say the publishers.
The 300-plus products in the first collection span lighting, rugs, curtains, bedlinen, furniture and accessories. They will be sold on Very.
Commissioned and designed by Very, the products are premium, collectible and designed for longevity. The partnership draws upon the expertise of both Very and Ideal Home.
Emma Rackley, head of buying for home and furniture at Shop Direct – which operates Very, commented: “Our customers are house proud. They want stylish, classic, high quality homewares and furniture that’s affordable.
“That’s why we’ve teamed up with Ideal Home. It’s an aspirational media brand and our bullseye customer trusts its opinions. We can’t wait to see how the collection lands.”
Ideal Home editor Vanessa Richmond said: “Working with Very was a natural partnership because we share a belief that great design should be affordable and available to everyone.
“It’s the foundation Ideal Home was built on when it was launched in 1920 and is still true today. I hope the range will become a go-to for the things that make a home more comfortable, stylish and special.”
The Ideal Home Range at Very will launch in September in the October issue of Ideal Home and on idealhome.co.uk, and will feature prominently on Very’s homepage.
Marketing for the new range will include press ads and digital content on idealhome.co.uk, in addition to house ads in Ideal Home and editorial support in other Time Inc UK home interest titles.
Very and Ideal Home will also promote the range across social media and via email marketing.
The range will be refreshed seasonally, and Very and Ideal Home say they are working on plans for the spring/summer 2018 collection.
