Fairfax NZ launches new lifestyle brand

Fairfax Media NZ has created a new home and lifestyle site called Homed, a spin-off of its central news site Stuff.co.nz.

The new site will focus on home, garden and interiors content, which editor Colleen O’Hanlon describes as having “all the beauty and substance of a coffee table book but without the clutter”.

Ms O’Hanlon said the goal of the publication is clear: to create “quality content that really speaks to our home-loving New Zealand audience”.

Homed editor Colleen O'Hanlon

Homed editor Colleen O’Hanlon

One of the most interesting features is the introduction of integrated commerce through Indexed, a Fairfax NZ initiative launched last year.

Indexed allows editorial staff to curate a list of products to align with a particular article or trend which appears on the site as a product carousel. The widget lets readers click through to the adjoining site and purchase.

Homed will also encourage audience engagement through a forum-like format that will allow readers to reach out to other readers and editorial staff for ideas on styling their homes.

The site will have a dedicated team of writers, with content from the site to be shared across Stuff’s Life & Style vertical.

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