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Flash-Sale Site One Kings Lane Adding Editorial

The new site, Live.Love.Home, is run by former editors of marthastewart.com, Elle Decor and T: The New York Times Style Magazine.

NO LONGER HOME ALONE: Members-only flash-sale site One Kings Lane has generated 3 million users in two years because it offers home accessories from brands such as Frette for 70 percent off. Now the site is eager to let more people know about its wares while not opening up to the hoi polloi, so it, like many sites in the space, is adding original editorial content that will be open to everyone.

A new site from One Kings Lane, Live.Love.Home, is run by former editors of marthastewart.com, Elle Decor and T: The New York Times Style Magazine. “We’ll be the destination for those in their 30s and early 40s who are starting their own home,” said Kerstin Czarra, executive editor. She went on to describe what differentiates Live.Love.Home from the competition. “[Online design magazine] Lonny is for younger people, Elle has that celebrity angle,” she said.

There are no advertisers signed on for the launch of Live.Love.Home. “We’re not a profit center, we’re more of a gateway for people outside the firewall, for people looking around the Web for content,” said Czarra. But give it some time — that sentiment will probably change soon, too.

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