Co-Marketing

J.C. Penney has entered into an ambitious partnership with a Lifetime reality fashion show.    The department giant has launched the first-ever "Project Runway" brand, with the collection inspired by the popular show and its design contestants. Currently available in over 500 Penney stores and online, the line made its debut with a summer preview collection featuring designs inspired by season 15 winner Erin Robertson, with the full assortment planned for Sept. 8.     

A consumer electronics giant is making a move to grab some wallet share from the home category.    Starting in August, Best Buy is adding Dyson Demo Experiences – dedicated spaces that will let customers try out Dyson products. Approximately 90 Best Buy stores in the United States will feature the new interactive sections, which will be designed for shoppers to test merchandise.   

Walmart’s e-commerce arm is shaking up its customer engagement efforts.   Jet.com is adopting product sampling to forge stronger relationships with its online shoppers. Though a partnership with BrandShare, the online retailer will deliver 300,000 premium product samples and exclusive offers each month inside e-commerce packages. BrandShare is a long-time partner of Jet’s parent company, Walmart.   

Rue La La is bolstering its beauty sales by jumping into the beauty box category.   The online apparel retailer is partnering with Conde Nast's Allure magazine to get the hottest beauty merchandise into shoppers’ hands. The team collaborated to create a series of one-of-a-kind boxes filled with products hand-selected by Allure's beauty experts and Rue La La's beauty buyers.   

lululemon athletica is thinking outside its core athleisure category.   

Supermodel, designer, TV star and all-around celebrity Heidi Klum is teaming up with an unusual partner.    On the heels of its entry into the United States, German discount grocer Lidl announced its first ever fashion collaboration, with Heidi Klum. The collection, described as high-end yet affordable, will be available exclusively at Lidl and will launch across its stores in Europe and the United States later this year. Collections will be featured at certain times throughout the year, during "Lidl Fashion Weeks.”

A home furnishings retailer is making it easier for their shoppers to make their homes “summer-ready.”   Through its partnership with the HGTV series, “Beachfront Bargain Hunt: Renovation,” Joss & Main is enabling viewers to purchase the budget-friendly, stylish looks presented on the show directly through their e-commerce site. The retailer will feature merchandise throughout the show’s six-week season, starting on June 10.  

Michaels and Pinterest are merging crafts and digital promotions to get artisans’ creative juices flowing.   The two companies are teaming up to sell a kit that can inspire newbies or the most experienced crafter to create one of the most trending projects on Pinterest. The co-branded Make It Kits were developed using Pinterest insights and trends, along with Michaels’ product expertise and e-commerce capabilities, according to Michaels.  

The Michaels Companies is making a move to further inspire its hobbyists online.    A new partnership with online destination Craftsy is giving Michaels’ shoppers access to on-demand classes. Specifically, Michaels will leverage Craftsy's growing video library of more than 1,300 on-demand lessons from expert instructors sharing their crafting experiences.  

The wedding industry’s newest gift registry is being launched by an unlikely company — Domino’s Pizza.   The service, which is called the first registry “for couples that prefer delicious melty cheese to crystal gravy boats,” according to Domino’s website, targets couples unsure about what to serve at pre-, during or post-wedding festivities.