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READING IN BED: Teen Vogue wants to put teens to sleep. The title has signed its first licensing deal, a multiyear agreement to launch a line of fashion bedding and room decor that will land at retailers in time for the holidays. Condé Nast has been exploring more licensing opportunities in an effort to tap into new revenue streams. And during the past few years, the teen title has launched a few other business ventures, including a pop-up concept store, an iPhone app and publishing the “Teen Vogue Handbook: An Insider’s Guide to Careers in Fashion.” “Teen Vogue chose bedding as a first foray into licensing because to a young woman, her room is a direct reflection of her personal style: much like fashion,” said vice president and publisher Laura McEwen. “We realized that in selecting fabrics, colors and patterns, Teen Vogue was in a unique position to develop bedding that was based on fashion trends.”
Teen Vogue is working with Idea Nuova Global on the line, inspired by editorial features such as “A Room of My Own.” Bedding designs will come from fashion trends, as selected by the magazine’s editors, and will be offered in the range of $250 and below. “The Millennial bedding market represents $8.2 billion,” McEwen noted. “There is nothing directly targeted to a fashion-forward young woman. We see this an incredible business opportunity.” Sweet dreams.
— Amy Wicks