House Beautiful, May to debut collection in August

This August consumers shopping stores operated by The May Department Stores will find The House Beautiful Home Collection.

The collection of accessories and textiles will include bed linens to casual dinnerware to reversible bath towels in 32 colors. The collection will have better price points, comparable to the Ralph Lauren and Tommy Bahama lines.

The House Beautiful Home Collection will be available in nearly 370 full-line department stores including Famous-Barr, Filene’s, Foley’s, Hecht’s, Kaufmann’s, L.S. Ayres, Meier & Frank, Robinsons-May, Strawbridge’s and The Jones Store.

The line, designed by May in partnership with Hearst Brand Development’s design professionals and the expertise of House Beautiful‘s editorial staff was conceived in response to House Beautiful readers’ high interest in the topic of color and how to pull together rooms with confidence.

“House Beautiful came to us to bring their name to life at retail,” said Carol Williams, president of May Department Stores International. “And we were looking for a name to bring us more into the home business. We’re both hoping this fresh concept focused on color will bring in a younger consumer.”

The collection is offered in many colorways allowing consumers to incorporate it into any style from traditional to modern and it includes packaging that offers paint color chips and step-by-step decorating ideas.

“House Beautiful stands for absolutely classic design and color sensibility,” said Glen Ellen Brown, vice president, Hearst Brand Development. “We want to inspire the consumer to decorate with color. This is a great collaboration between Hearst, House Beautiful and The May Department Stores.”

The collection will roll out to stores based on their volume, with smaller volume stores offering vibrant color selections for more impact, rather than the best-selling colorways of white, cream and sage green, Williams said.

May stores will kick off the debut with makeovers in some markets as well as young designers on hand for consultations. There also will be sweepstakes through House Beautiful and other advertising efforts and promotions.

Though Williams did not disclose the vendors making the products, she said by sourcing them directly, May and House Beautiful are able to offer quality without the luxe price.

“Our readers are passionate about superior quality, unexpected details and the bold use of color, and they want to incorporate these into their homes,” said Mark Mayfield, House Beautiful editor-in-chief. “This new collection offers everything House Beautiful stands for, individual style and great design.”

This is the first partnership of this scope and level for May, while House Beautiful has partnered with Kichler for its lighting line.

The upcoming merger between Federated and May will influence the future of any similar partnerships going forward for May, officials said.

Indigo Dinnerware (four-piece place setting, $29.99; wood charger, $9.99; placemat, $4.99; and solid napkin, $3.99).

Stained Glass, one of 30 duvet and comforter options in the collection ($299, queen).