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Bon Appétit to Pimp 'Culinary Collection' on HSN

Back in April Bon Appétit's editor-in-chief Adam Rapoport hinted at a deal with the Home Shopping Network (aka HSN), and whoomp there it is: According to a press release from Bon App's parent company Conde? Nast, HSN is going to "create a new collection of culinary products under the Bon Appe?tit label." There will be "stainless steel cookware; small appliances including pressure cookers and immersion blenders; as well as cutlery and prep tools." The print business is tough; the hot new thing in revenue streams? Toasters.

According to Media Decoder, the products "will cost $200 to $250 for a full set of cookware, or around $30 for individual pieces like skillets and pots." And before you're like, this is all gonna be crap along the lines of Gordon Ramsay for Kmart, do note that there is a promise that each item will be "rigorously vetted in the magazine's test kitchen." So there.

Part of the deal is that experts from the Bon Appe?tit Test Kitchen will appear on HSN to "offer tips, recipes and cooking demonstrations." Said Rapoport: "We felt it was extremely important to create a line that would allow home cooks to get the most from their favorite recipes and strengthen the trust readers already have in Bon Appe?tit." The new products will launch on HSN January 31, 2012. Here's the press release:

CONDE? NAST AND HSN TEAM UP TO OFFER EXCLUSIVE NEW BON APPE?TIT BRANDED CULINARY COLLECTION

Launch on HSN January 31, 2012

New York, NY, October 24, 2011 – Conde? Nast, home to some of the world’s most celebrated media brands, and leading multichannel retailer HSN today announced an agreement to create a new collection of culinary products under the Bon Appe?tit label that will be available exclusively via all of HSN’s sales platforms including television, online and mobile. This agreement is part of a successful ongoing relationship that began between Conde? Nast and HSN in 2008 and represents the type of licensing venture Conde? Nast is most interested in pursuing for its iconic portfolio.

For the launch on January 31, 2012, the collection will include an impressive array of high quality, modern stainless steel cookware; small appliances including pressure cookers and immersion blenders; as well as cutlery and prep tools. Each item will be produced in partnership with Bon Appe?tit experts and rigorously vetted in the magazine’s test kitchen. New additions to the collection will be added every other month.

As part of the agreement, Bon Appe?tit’s resources will be utilized to bring the brand to life on HSN. Experts from the Bon Appe?tit Test Kitchen will appear on-air to offer tips, recipes and cooking demonstrations to HSN customers.

“We’re delighted to be able to work so closely with HSN to develop a collection of high quality products for our readers,” said Adam Rapoport, editor in chief. “In the magazine, we often talk about the tools needed to bring a menu to life, and therefore we felt it was extremely important to create a line that would allow home cooks to get the most from their favorite recipes and strengthen the trust readers already have in Bon Appe?tit.”

“HSN is excited to deepen our partnership with Bon Appe?tit and extend our strategic marketing relationship with Conde? Nast,” said Bill Brand, EVP of programming, marketing and business development for HSN. “This brand partnership leverages Bon Appe?tit’s rich editorial content with HSN’s ability to develop great products and one-of-a-kind consumer experiences.”

“We are very excited about the Bon Appe?tit collection because it represents the licensing model we wish to pursue in the future,” said Julie Michalowski, senior vice president consumer business development. “With HSN, we’re working closely with an exceptional organization that understands our brands and sells directly to the consumer. We are integrally involved in all facets of the products’ development and marketing strategies, and we know that the end product will accurately reflect the spirit and quality of the Bon Appe?tit brand.”

· All Bon Appetit Coverage on Eater [-E-]
· All HSN Coverage on Eater [-E-]

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