Wayfair Allies with HGTV on Program Integration

Wayfair.comBOSTON-Wayfair has reached an agreement with HGTV for program integration on some of the home network’s shows, including “Brother vs. Brother” and “Flipping the Block.”

According to a joint statement from the two companies, this integration is part of a broader partnership that unites HGTV’s home-design programming with the home-goods selection on wayfair.com. Through this integration and daily sales events on the website, consumers will be able to shop for products from their summer shows.

The effort debuted in June with the season premiere of “Brother vs. Brother,” and will continue this month with the debut of “Flipping the Block.” The latter will feature integrated content from Joss & Main, Wayfair’s members-only home-goods brand.

Furthering the integration, HGTV features wayfair.com products in a pop-up shop and on a design truck as part of “Brother vs. Brother’s” Design Town. This is where contestants shop for products to bring their interior design visions to life, the statement said.

“We have partnered with HGTV to close the gap between content and commerce in the home-design and renovation category,” said Niraj Shah, Wayfair’s co-founder and CEO. “Together, we are addressing the mass market with design ideas and home solutions that span all styles and budgets to make great design accessible to everyone.”