Justin Timberlake is doing it again!  The entertainer and entrepreneur, is adding design guru to his repertoire. Timberlake’s accolades include several Grammy and Emmy Awards;  launching the popular William Rast denim and lifestyle brand with Trace Ayala in 2005 and the 901 Silver Tequila spirits company in 2009; and Creative Director for Callaway Golf.   Timberlake’s latest business venture is HomeMint,  a high-end curated collection of home decor. HomeMint’s style ethos and background states:

Where Personal Style Meets Home Design   HomeMint gives you exclusive access to the style and design expertise of Justin Timberlake international style icon and Estee Stanley, renowned celebrity stylist and interior designer. Inspired by their elevated aesthetic, our luxury home collection combines Justin and Estee’s style expertise with personalized selections that allow you to finally turn your house into a home.

HomeMint categories


HomeMint has an optional  membership for $9.99 (fees applied to HomeMint purchases).  Membership perks include special content, styling tips, product previews, special  invitations to HomeMint events, giveaways and contests, AND deals and discounts.

The membership e-commerce business model is interesting to me.  The saturated home design and decor market is extremely competitive.   Most on-line retailers find ‘special memberships’ too polarizing for their consumers and focus on inclusive marketing strategies.

Why pay for content?

The internet is brimming with free information. Online retailers want you to remain on their website for as long as possible.  To keep consumers engaged, companies create FREE content for their blog or an adjunct site.  Consumers now expect ‘something for nothing content.’  Retailers create free content to remain competitive.

Net-a-Porter is the gold standard for luxury e-commerce using support content .  Net-a-Porter publishes an on-line magazine for consumers. Net-a-Porter’s magazine is by definition a digital catazine; a product catalog in an editorial magazine format available on-line.   The catazine promotes their high-end product lines by featuring designers, trends, and head-to-toe looks in a more persuasive editorial format.

Net-a-Porter’s gentle advertising approach is brilliant!  The  beautiful editorial content is engaging and with a single click on a product, the consumer links to the shopping interface.  The shopping interface is minimalist by design and easy to navigate.   The two interfaces work symbiotically to create an ideal e-com platform.  The savvy design consumer is more likely to stay connected longer, spend more money, and share both the web content and shopping experience.

‘Give it to get it’ marketing could potentially put the kibosh on HomeMint’s paid content.

Why buy the HomeMint membership?

Because  Timberlake and Stanley personally curate the content for HomeMint.   If you like HomeMint’s design aesthetic,  you can rely on their merchandise to decorate all or part of your home.   HomeMint has done all of your homework.  They eliminated  the hours spent digging through eleventy-million websites and blogs for content and products that appeal to you.  HomeMint has sourced and vetted all of the artisans, craftsmen, and vendors. Also,  membership rewards include additional content, discounts, and special offers.

The membership e-commerce business model is successful in media industries.   I am eager to see if the super saturated design and decor industry  will embrace or reject this model.  Currently, HomeMint is waiving the $9.99 membership fee for a limited time.

Visit HomeMint online at www.homemint.com.



what do you think?


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