Co-Marketing

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.  

In its newest partnership, Target has joined up with BaubleBar, the online fast-fashion jewelry brand.   The two companies have come together for a new collection, called Sugarfix by BaubleBar, that will feature original designs and pieces inspired by the brand's most popular styles. The line will be available exclusively on Target.com and in some 900 Target stores beginning Jan. 31.  

J.C. Penney has scored with Nike.   The department store retailer has teamed up with the athletic giant to open Nike branded in-store shops in more than 600 Penney locations across the country. Anchored by a Nike swoosh, the 500-sq.-ft. shops are located within the men’s department,