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Marie Claire Explores U.S. Licensing

The legacy magazine publishing brand Marie Claire, based in Paris, has begun a full-fledged home furnishings merchandise program, taking root in Australia as its first major test market.

With licensing handled by U.K.-based Copyrights Co., the range of hard and soft home goods on display at the Licensing International show here is indicative of the brand's turnkey approach, said Meghan McGann, brand manager with Playcorp, the Australian firm that launched the Marie Claire home furnishings line exclusively at Aussie department store retailer Myer last year.

McGann told HTT that Playcorp, a diversified consumer products supplier, sources the Marie Claire program globally and provides "retail solutions" including display and marketing concepts.

The Myer program offers 350 skus in hard and soft tabletop, bedding and bath, McGann said, with as many as 12 designs in a given category, such as duvet covers.

Marie Claire Group has publishing licenses in a range of territories, including with Hearst in the United States for its magazine. Merchandising rights are handled separately, and Playcorp is gauging the response by U.S. manufacturers and retailers who would be prospective licensing candidates.

The program at Myer comes in as a mid- to upper-price point offering, McGann said. It is built around simple color and pattern concepts, with traditional and contemporary themes. Retail prices in Australian dollars range from $39 for a Euro sham to $249 for a duvet cover set.

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