May Department Stores and Hearst Magazines announced a license agreement to jointly market home merchandise with the House Beautiful trademark. The merchandise, with products ranging from home decor
to textiles to dinnerware, will be offered beginning in 2005 in May's 362 full-line department stores nationwide, including Famous-Barr, Filene's, Foley's, Hecht's, Kaufmann's, L.S. Ayres, Meier &
Frank, Robinsons-May, Strawbridge's, and The Jones Store. The alliance creates great synergy for both May and House Beautiful in their mutual efforts to continue attracting a broader target audience.
Mark Mayfield, House Beautiful's new editor-in-chief, said, "May's department stores are geographically diverse and well-positioned in the marketplace to appeal to wide range of consumers. This is
particularly significant as House Beautiful expands its editorial coverage to appeal to younger readers and include more homes from various areas around the country."