HSN Takes to the Outdoors With HGTV

By Duke Ratliff

The HGTV Home Wagon

The HGTV Home Wagon

Since the spring, HGTV has been curating products as HGTV Home Outdoor Living to be sold across HSN’s multiple platforms. HGTV personalities, including John Gidding, are helping to present the items to consumers; and the partnership is expanding to include HGTV Home Outdoor living branded products.

For HSN, the partnership reflects the shopping network’s philosophy of  “content, community and commerce.”

For instance, shoppers visiting the HGTV Home Outdoor Living section at hsn.com will mostly see how-to tips, blogs, videos and shared photos via Instagram. Items for sale, such as outdoor dining collections and lawn decor, take a backseat to visual information.

HSN’s HGTV Home Outdoor Living Page offers design and gardening tips

HSN’s HGTV Home Outdoor Living Page offers design and gardening tips

“A lot of people start with commerce,” said Sean Bunner,  vice president of new business development for HSN, Inc. “We start with content. In our HGTV area, you’ll see tons of examples of how-to, Tweeting, Instagram—it’s all about content, community and commerce.”

HGTV Home Outdoor Living includes outdoor entertaining, lighting, water accessories, garden tools, plants and outdoor solutions.

“HSN is an ideal partner for us because they have a rich understanding of what today’s consumers want and need,” said Ron Feinbaum, general manager, consumer products, HGTV. “We expect that HGTV Home Outdoor Living at HSN will further enhance HGTV’s relationship with an audience who is passionate about home—especially those people who believe that the beauty of home should transcend four walls.”

HGTV also provides content to appear on the shopping channel as well as on hsn.com. “[Gidding’s] great at explaining the features, benefits and why you want to buy this product,” Bunner said.

The HSN/HGTV partnership extends into HGTV Home Outdoor Living branded products. The first item, the HGTV Home Wagon, was introduced last month. The wagon is foldable, washable and comes in various patterns and designs. The companies are set to introduce many more items, including solar lights, next year.

Bunner said HSN, with the help of HGTV Home Outdoor Living, has doubled its outdoor sales over last year. “Outdoors was already a successful category for us, but this just made it even better,” he said.

HSN, Bunner said, had been monitoring consumer trends toward the outdoor living space. “People are spending more time living outside, and they’re spending more money on their outdoor space. We see increased spending across the board. Plus, there was a void in a national brand for outdoors.”

HGTV introduced HGTV Home last summer. HGTV Home is comprised of furniture in partnership with Bassett Furniture; lighting from E.L.K. Group International; flooring from Shaw Floors; bedding from Victoria Classics; mattresses from Serta; and paint from Sherwin-Williams.