Bonnier’s Outdoor Life is launching a collection of outdoor gear and apparel designed and tested by the editors of the 120-year-old publication. The magazine provides tips, skills, gear reviews and adventure stories on hunting, fishing and the shooting sports.
The collection, called Guide Life, launches today, featuring tents, sleeping bags, lanterns, headlamps and apparel. The items are for sale on www.olguidelife.com and available on Amazon.
Outdoor Life plans to add additional offerings to the Guide Life collection in November — specifically, more base camp products to give as gifts for the holiday season.
“Our team of seasoned outdoor experts and contributors has dedicated their careers to testing, reviewing and recommending the right gear for every outdoor pursuit,” stated Anthony Licata, editorial director of Outdoor Life.
Knowing what kind of gear was missing for consumers, "we decided it was time to create a line of products to meet our standards and help you enjoy a life outdoors," he added.
Outdoor Life has a retail partnership with Sears for branded lifestyle apparel, but Bonnier says this is the first new retail brand from Outdoor Life created around an entirely new brand, Guide Life.
Outdoor Life has 4 million print readers and 1.7 million readers online, according to Elizabeth Murphy, Chief Marketing Officer of Bonnier Corp.
Publishers have increasingly introduced retail and consumer product offerings, opening up a new revenue stream through e-commerce businesses.
For example, BuzzFeed’s popular cooking vertical Tasty launched a line of kitchen products in about 4,000 stores this spring. Meredith Corp.’s Real Simple has expanded to sell licensed mattresses, cleaning products and other homeware.