'Downton Abbey' line of fashion, home goods coming soon
Dedicated "Downton Abbey" fans will soon be able to dress like their favorite 1920s characters and furnish their homes with lavish rugs and throw pillows similar to those that grace the rooms and hallways of the wildly popular British series.
"We'll be working across an entire range of products coming out this year. From fashion, apparel and home ware and furniture to wallpapers, beauty products and stationary," the show's executive producer, Gareth Neame, confirmed to CNBC.
Executives have been slow to cash in on the popularity of "Downton Abbey", a worldwide hit series that first aired in England in 2010 and has been equally successful across the pond. The show was credited for a massive uptick in demand for vintage clothing such as arm-length gloves, fur capes, and Lord Grantham–approved cravats.
Still, Neame said a careful strategy made the best sense.
"It's a very slow burn the moment you get into retail. It's extremely cautious, it has to test the established brand,” he said. “No one wants to launch products if the show's going to be a flop.”
Neame’s production company, Carnival Films, last year put the brakes on an attempt to take advantage of the show’s marketing potential by PBS, which airs the show stateside.
The public broadcaster tried selling an unauthorized collection of “Downton Abbey”-inspired jewelry, including a “Lady Mary knotted pearl necklace and earring set” for $185, but without returning profits to Carnival Films.
A release date for the various products has not yet been set.
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