'The Spruce,' KILZ Launch D2C Paint Collection With Amazon

Dotdash is expanding into the commerce world as its home and lifestyle website The Spruce launches its first paint collection, called The Spruce Best Home, with paint supplier KILZ.

The collection is Dotdash’s first attempt at a consumer product and is as much about establishing a new line of communication with readers as creating a new revenue stream, according to Neil Vogel, CEO Dotdash.

Vogel told Publishers Daily: “The economics of launching products can be appealing, but what we are also keenly interested in is growing our brand’s trusted relationships with our readers.”

Dotdash hopes to launch more projects like The Spruce Best Home — accessible, yet highly curated products —in the future.



The Spruce, which counts nearly 30 million monthly visitors, worked with KILZ to create a line based on the team’s design expertise, targeting home painters looking to add personality to their spaces.

The 32-color palette is available exclusively on Amazon and includes matte, eggshell and semi-gloss finishes in colors like Matcha, Cold Brew and Sandbar.

Paints are also available in a chalky finish quart-size for those diving into DIY furniture projects.

“We are interested in helping people experience our brands in real life,” Neil Vogel, CEO Dotdash, told PD.

The paints go on sale Friday, May 24 on Amazon.

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