Nine Entertainment owned Ninemsn is ramping up its suite of lifestyle genre sites, with the launch of new urban living platform, Homes.
The site is already live and focuses on content targeted at both homeowners, renters, millennials and Gen Xers. Electronics brand Ryobi is the site's major sponsor for the launch.
Ninemsn managing director Emma Chamberlain said Homes aims to showcase trends in living spaces and will include online tours of the homes of high-profile Australians, DIY's. It's as well as click-to-buy options and bespoke content.
Lifestyle experts will also contribute to Homes, including stylist Megan Morton, as well as Instagram celebrities We Are Tribe, Milkwood Permaculture and The Planthunter.
“The site is for people who want to make a tangible change to their home by making something, growing something or creating something,” Chamberlain said.
“The content reflects the way Australians are choosing to express themselves through their homes.
“They want to contribute to the creation of a liveable space in a hands-on way, but the site will also showcase beautiful spaces and source beautiful products and furniture for the audience, because often the sight of a beautiful home or thing is the start of a great idea.”
Bauer unveiled its lifestyle and home focused magazine brand homes+ in July this year, with Bauer Media specialist division publisher, Brendon Hill, telling AdNews at the time there was a gap in the market in the home and lifestyle space for people who wanted to see how real people live in real homes.
Homes follows the launch of three new lifestyle properties for Ninemsn in April this year: fashion site Honey, fitness site Coach and news aggregation site Pickle. It also announced that it will launch food and travel websites in early 2016.
Nine Entertainment Co chief digital and marketing officer Alex Parsons said: “The launch of Homes is testimony to ninemsn’s continued commitment to providing Australians with premium, relevant and fresh content. Nine Entertainment Co. continues to leverage its expertise in creating great stories that meet the ever-changing needs of our audiences.”
At Nine's Upfronts last week, it announced that a rebrand of Ninemsn is in the works as part of its "complete reset" strategy.
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