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collaborations
A look at licensing: Home Dynamix partners with Elle Decor
Mar 22, 2017

In a new licensing deal, Home Dynamix is partnering with Elle Decor on a line of accent rugs and indoor/outdoor mats that pay “homage to the Parisian lifestyle and features elements of classic French style with a modern twist,” according to the home furnishings brand. In the collection are muted-color scatter mats, mats featuring art-inspired prints as well as textured PVC backing, and high-pile shag rugs made with shiny yarns.


Brush Strokes mat by Elle Decor for Home Dynamix

“We’re constantly exploring new and innovative ways to introduce key fashion and design trends into our product line, and our partnership with Elle Decor provides the ideal way to do just that,” said Yuval Evar, senior vice president of Home Dynamix. “The Elle Decor brand is a widely recognized name in fashion and home decor and their focus on creating products that are accessible to all is exactly what we stand for at Home Dynamix. We are excited to see where this partnership will take us.”

How does the collaboration process begin at the magazine brand? “We develop Elle Decor collections in several categories: furniture with Li & Fung; textiles (throws, quilts, bath mats, curtains) with Crest Mills; rugs and pillows with Surya; tabletops and candles with Jay Companies; and accent rugs and mats with Home Dynamix,” shares Eva Platini, senior marketing manager at Lagardère Active Enterprises Americas, the business unit of the magazine’s parent company that’s in charge of licensing.

The brand chooses its partners based on a number of criteria. “We choose select partners based on the quality of the products, their relevance in the market, and if they are a fit with our readers,” says Platini. “We work closely with our partners to ensure products reflect the identity of the brand, its image and style.”

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