• July 16, 2003

Maxim is expanding its brand into the home-furnishings category. Dennis Publishing, the mag's parent company, announced yesterday that it has entered into a three-year deal with Z-Line Designs to produce a line of ready-to-assemble Maxim-branded home office and entertainment furniture. The furniture, like the magazine, will be designed for men in their 20s. Maxim and Z-Line have already struck deals with a handful of retail chains to carry the new wares. The "Home Office ZIII Executive Metal & Glass" line of products will debut exclusively at Staples, while the "Home Entertainment Manhattan" and "Palisades" lines will first be sold at Circuit City. Linens 'N' Things has also agreed to carry the products, all of which will bear the Maxim logo. "Maxim has transcended the boundaries of ink on paper to become a universal brand," said Dennis Publishing president Stephen Colvin in a press release. "Maxim's name connotates a cool lifestyle for young guys, so our Z-Line Designs arrangement delivers it right to the heart of where they live. Now we are literally there every time he watches a DVD, turns up the stereo or e-mails a new business proposal." Maxim will assist Z-Line in the design and marketing of the furniture line.