Beautiful By Drew Barrymore Eyes Expansion
Beautiful by Drew Barrymore has selected Earthbound as its exclusive licensing agency as the former seeks new opportunities to expand its offerings.
Co-founded in 2021 by actress and talk show host Drew Barrymore and Shae Hong, founder and CEO of housewares supplier Made by Gather, Beautiful over the past three years has brought to market a broad assortment of housewares and home goods products carried exclusively by Walmart.
"Drew Barrymore and her team have built a remarkable brand that inspires consumers to find beauty in their everyday lives," stated Jeff Cohen, co-founder and CEO of Earthbound. "We see an incredible opportunity to scale the brand's offering at Walmart even further. We are thrilled to partner with Beautiful and Made by Gather on this next chapter."
Beautiful hit Walmart stores in 2021 with an initial assortment of countertop kitchen electrics designed to mesh each product’s functionality with unique design elements. The line was later expanded to include non-electric kitchenware and food prep products.
This past spring, Beautiful's first furniture line debuted at Walmart. The assortment features everything from elevated wooden tables to cozy accent chairs – all at an affordable price point, including the boucle Drew Chair that sold out in 72 hours.
Earthbound officials said the company will partner with Beautiful to grow its existing business and expand the brand's offering.
"Drew and I know the importance of finding the right partner and we're excited to work with Jeff and the Earthbound team to take Beautiful beyond the kitchen," said Hong. "Walmart consumers deserve beautiful things that inspire them in every room of the home, and at a price point that works with their lives."
