Home improvement programs germinated two decades ago. But its boom occurred in the last five years, boosted by the effect of the pandemic. And today, some of its stars are true moguls. It is the case of the brothers Drew and Jonathan Scottthe “Property Brothers” (“Brothers to work” in its Latin version), who built a billion-dollar lifestyle empire in less than 10 years: their television careers took off in 2011 under the production of HGTV.
The Scott Brothers Global EmpireThe Los Angeles-based company is home to a bustling television production office, Scott Brothers Entertainment, but also the design center for lines of home decor products, from pillows to furniture, that the Scotts make for retailers and their own e-commerce.
partners
The brothers have capitalized on their extensive television presence to build his personal brand, endorsement deals, and even an NGO dedicated to sustainability and building affordable housing: Drew just graduated from a Harvard leadership program. “At some point in the future, we will delegate the driving to help keep things growing.
But it’s been exciting for us to be able to be the ones in control up here, to be able to call the shots, because at the end of the day, I trust Jonathan to the core. He is not a stranger who brought money to do something or vice versa. We are brothers,” Drew explains. Thus, the 44-year-old identical twins born in Vancouver have become prominent figures in the world of mediaexpanding its range of productions.
The latest addition is a series for Peak TV in which Trixie Mattel, the drag queen who won the reality show “RuPaul’s Drag Race All-Stars,” renovates a seven-bedroom motel in Palm Springs: “Trixie Motel” (joined Discovery+ in June ). And they have 13 operational television series -without a script-, where the pillars are “Property Brothers: Forever Home“, “Brother vs. brother” Y “celebrities”, in which they reform the houses of people dear to Hollywood stars.
Meanwhile, its products are sold like hot cakes through different channels. This the Drew & Jonathan line for the Living Spaces chain, which sells furniture, mattresses and wall art. The “Man-cave” collection (male corner) for Macy’s: includes bar utensils, rugs and board games. And there’s more than 10,000 Scott Living Brand Items including online at chains like Home Depot, Lowe’s, Wayfair and Amazon, with which they generate over US$2 billion in sales.
veins
The brothers also have a healthy endorsement business as promoters for security firm ADT, Chase Bank, Dish Network and American Family Insurance. It is that the “Property Brothers” have a global reach: their programs are broadcast in more than 160 countries and are the new bulwark in the merger of the HBO Max and Discovery + platforms.
Drew is more involved in the development and production of television series. And Jonathan in product development and design. “We divide and conquer”, celebrates Jonathan, who promoted the online leg, where achieved 20 million downloads from their “Property Brothers Home Design” app which debuted in 2019 in partnership with publisher Storm8.
“We can do a million things, but everything dilutes the brand if done wrong. Our mattress program is one of the most successful things. Our partner Restonic has been amazing. They allowed us to design mattresses with the feedback of our users and public, and a unique experience was achieved. They really solve the problems that people have, and keep it at an affordable sale price…”, says Jonathan seriously.
“There’s the quote,” Drew interrupts with a quip: “The Property Brothers fix problems in the bedroom.” “It’s a brand that customers know and trust,” says Bill Boltz, Lowe’s executive vice president of merchandising. “There are tons of celebrities who They launch lines of furniture for the home and different products. But ours works because people invite us into their living rooms every day. Or at least, with 48 new episodes a year”, celebrates Jonathan. “For us, it’s not just about making a lot of money and being famous. We love helping families,” says Drew with a good salesman’s smile. “Mom and Dad would kick our asses if our egos got to our heads,” concludes Jonathan.}
emuls
The success of the Scott brothers promoted almost a dozen similar projects, where couples and families have their series of home renovations for TV. canadians Dave and Kortney Wilson they moved to Nashville in 2013 to pursue a career in country music, but ended up selling houses for a living. “Masters of Flip” recounted their efforts to remodel dilapidated houses on limited budgets and in short periods of time.
In 2019, when the series was about to end, the couple announced that they would divorce, but they continued to work together on a new program called “Making it Home with Kortney and Dave“. Same fate for the mother-daughter duo: Karen Laine and Mina Starsiak Hawk tear down abandoned houses in their hometown of Indianapolis in”good bones” on HGTV. In 2007, after remodeling Hawk’s home they discovered a business was behind the renovation, and the couple launched their Two Chicks and a Hammer business, from which they have made millions.
But only the Gaines, Chip and Joanna, they can compete with the Scotts in diversifying the business. In their Silos Baking Co. in the heart of Waco, Texas, they have set up a bakery that feeds dozens of stores throughout the southern United States. And it’s just one of dozens of businesses that are part of Magnolia, the home and lifestyle company built on a TV show.
In the 10 years since the Gaines became the stars of “Fixer Upper” of HGTV, have expanded their brand into a multifaceted operation with unmatched reach and influence. In July 2021, they launched the Magnolia Network, a 24/7 channel that debuted on Discovery+. Another pearl in content integration with HBO .
The couple’s chemistry his humor and her simple and elegant style, are the recipe for success that fell in love with the public. “For us, there hasn’t been a playbook, and I would say that’s the reason we have a lot of sleepless nights,” Joanna says, “because there’s no other business where you can say, ‘Well, they did this in the last few years. 10 years. and it has worked’.
But luckily I have Chip here with me. I feel like every other day we are holding our breath. But we managed to get ahead successfully”, she celebrates. “We wanted to do these businesses and, curiously, television gave us the opportunity. As an entrepreneur, it makes me feel tremendously insecure. Did we do this because it was what we deserved? Or did we just get lucky and basically owe everything to television?” he muses.
The truth is that the Gaines have become masters of marketing, with aA long list of products in physical stores in association with Target. And they have a growing e-commerce business that moves everything from scented candles to well-worn furniture.
by RN
