Beautiful by Drew Barrymore has chosen Earthbound, a product design, licensing and brand growth company, as the exclusive licensing agency for Beautiful at Walmart.
Actress and Barrymore Brands founder Barrymore and Made by Gather founder and CEO Shae Hong co-founded Beautiful in 2021 to develop affordable collections of kitchen electrics, kitchenware and tableware combining innovative function and performance and elegant, modern styling.
Beautiful moved beyond the kitchen this spring with the launch of its first furniture line at Walmart. The assortment ranges from elevated wooden tables to comfortable accent chairs, including the Drew Chair, which sold out in 72 hours, according to the brand partners.
Earthbound will partner with Beautiful to grow its existing business and expand the brand’s offering at Walmart. Earthbound works with such mass retail brands as Better Homes & Gardens, The Pioneer Women, Huffy, Girl Scouts and Hallmark.
“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.”
“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 Made by Gather’s Hong. “Walmart consumers deserve beautiful things that inspire them in every room of the home, and at a price point with their lives.”
