The partnership goes live today and will be promoted in the September issue of Country Living, on newsstands August 1. It features an interview with founder and CEO of Laurel & Wolf, Leura Fine.
Readers can pay $149 to work with one professional interior designer or $249 to get concept boards from three designers.
“Design can be intimidating—particularly when you are investing in a big-ticket item. There is real service in simply being able to bounce an idea off someone else with more experience in the design space,” Country Living editor-in-chief Rachel Hardage Barrett told Publishers Daily.
When users sign up for the service, they will answer questions about their personal style, budget, project goals and room they want redesigned. They will also be matched with designers who will create a style board with a virtual rendering of the room. Users can review furniture options, share feedback and chat with the designer for 10 days.
“Basically, if you’ve ever wished Country Living editors would come a-knocking at your door to make over your space, this is the next best thing,” the site reads.
Users will then receive a final shopping list and floor plan. They can select which items they want to buy, and the Laurel & Wolf team will oversee shopping and delivery, with a price match guarantee.
Barrett said the partnership helps boost brand awareness with “a younger audience that may not be familiar with the brand’s aesthetic. Once a Laurel & Wolf customer sees our imagery on the site, they may be more likely to pick us up on the newsstand.”
Barrett believes the service will appeal to Country Living readers, since many of the designers Laurel & Wolf works with have been featured in the magazine. They have “a deep understanding of the Country Living aesthetic.”
Fine is originally from outside Mobile, Alabama, and the Country Living editorial offices are in Birmingham.
Fine told Publishers Daily: "Being Southern myself, I knew when I started Laurel & Wolf that this was not just a service and brand for LA and New York. People all over the country need help designing and furnishing their spaces in a way that is easy and affordable. Country Living really taps into a broad national demographic.”
Barrett said the publication is “always looking” for ways to diversify the business to serve its audience and add revenue.