In the hopes that users will be drawn in by the video on how to make a bed perfectly, then stick around for the deals on Scandia pillows, home decor flash sale site One Kings Lane is beefing up its editorial content with a new blog called Live.Love.Home.
Live.Love.Home aims to appeal to readers of shelter magazines like Lonny and the now-defunct Domino, and according to WWD its staffers include former editors of marthastewart.com, Elle Decor and T: The New York Times (NYSE: NYT) Style Magazine. Some content draws heavily on products for sale on the site; the “Editor’s Pick” feature highlights “fabulous finds from our daily sales,” for example. Other posts are purely editorial, like a framed-shopping bag craft project.
One Kings Lane, founded by Alison Pincus and Susan Feldman in 2009, has 2 million registered users and has raised $63 million in funding.
Other flash sale sites have launched editorial sections, with mixed success. Gilt Groupe launched Park & Bond, a full-price men’s site with a lot of editorial content and a partnership with GQ, in August. That site’s president, John Auerbach, left the company
was among those the company laid off in January and Park & Bond was a “huge, huge bomb,” a former employee told BetaBeat.
One Kings Lane is still focused on the discounts, though, and executive editor Kerstin Czarra told WWD Live.Love.Home is “not a profit center, we’re more of a gateway for people outside the firewall, for people looking around the Web for content.”