Marketing Magic: Wayfair gets a primetime spot

Wayfair is making it easy for customers to emulate decor trends from one of cable television's most popular series.



Wayfair is collaborating with HGTV home improvement and house flipping series “Brother vs. Brother.” The popular show features siblings Jonathan and Drew Scott competing to see who can make the biggest profit when flipping renovated properties. The Wayfair-HGTV partnership will enable viewers to shop the looks featured on the show directly on Wayfair.



This is the fourth year that Wayfair is offering the shopping program in the United States. However, this is the first time that viewers in Canada can participate in the program, according to the retailer.



The six-episode competition series will showcase the Scott brothers renovating and reselling homes along the Gulf Coast of Texas. The properties will be outfitted with furniture and coastal decor from Wayfair’s vast selection of more than 8 million products. Viewers can shop their favorite looks from the series through daily sales events on Wayfair.com in the United States and Wayfair.ca in Canada.



“HGTV is a valued partner of Wayfair and we’re excited to launch another integration that brings accessible decorating solutions to everyone,” said Nancy Go, VP of brand marketing, Wayfair. “This fun and competitive series will not only inspire viewers, but it will show them how they can achieve the looks they see on TV from the comfort of their home, by shopping Wayfair.”



Brother vs. Brother will premiere in the U.S. on Wednesday, May 31, at 9 p.m. ET on HGTV, and in Canada on Monday, June 5, at 9 p.m. ET. Wayfair’s “Brother vs. Brother” daily sales event will run through July 13 on its U.S. site, and through July 18 on its Canadian domain.