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10/01/2021

Lowe’s taps “This is Us” actor for California-style curations

The retailer released its latest celebrity curator of own brand and exclusive items for its House of Curators program.
Dan Ochwat
Executive Editor
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The latest Lowe’s celebrity influencer as part of its House of Curators program is Milo Ventimiglia, an actor, producer and director, best known for his role in the TV show “This is Us.”

The home goods and hardware retailer began its House of Curators series in May, celebrating 100 years in business, and launched the program with fashion icon Iris Apfel, who was also celebrating a 100-year birthday.

It later followed up providing inspiration from DJ, author and wellness influencer Hannah Bronfman, who focused on more claiming colors and Lowe’s exclusive items.

Milo Ventimiglia standing in a room

For the Ventimiglia collaboration, the House of Curators theme is California comfort and also a feel of adventure in the home. Ventimiglia hand selected pieces that reflect this mood that are curated for shoppers online at Lowe’s. The dedicated page to the Emmy-nominated performer highlights a slew of items from the chain’s allen + roth own brand, including rugs, tables, wall art, clocks, shelving, ceramics and more.

The curated page focuses on Ventimiglia’s modern California flair for the home but also on the road and how the store brand items can spruce up an RV, camper or on-the-road living space. The blog page features him in his decked out Airstream.

a truck is parked on the side of a building

The House of Curators marketing campaign was one of many that Lowe’s introduced over the last year as it stepped up its image as a home goods channel vs. its hardware roots. The company spoke with Store Brands about its “Total Home Strategy” in May.