• Client:
  Time Inc. Lifestyle Group
• Project URL:
  Link

Time Inc. hired SunGate Partners to develop licensing programs for magazines in its Lifestyle Group and generate revenue streams independent of advertising.  For Coastal Living, an upscale magazine with a well defined look, home furnishings was a logical place to extend the brand.  SunGate brokered a deal with Stanley Furniture to create a line of case goods, and brought on Vanguard Furniture to handle the upholstery.  After these successful launches, Lloyd Flanders came onboard with outdoor furniture, and Jaipur Rugs tied the program together with coordinated area rugs.  The brand is the strongest selling for Stanley Furniture, which now has three collections under the brand.  SunGate worked with Time Inc. to find efficient ways to support the licensees through joint advertising in its print publication and participation in major events such as the Coastal Living Idea House and coordinated showrooms at the biannual High Point furniture market.  To accelerate the program at retail, SunGate initiated an event with flash sale specialist Rue La La that brought the licensees together for the first time to service one account.  Based on this success, the Coastal Living licensing program was nominated for a 2011 Excellence Award in the category of Best Corporate Brand License by the Licensing Industry Merchandiser’s Association (LIMA).