The Property Bros launch their own marketplace

Dive Brief:

HGTV's "Property Brothers," Drew and Jonathan Scott, on Monday launched Casaza, a content-rich curated marketplace of home products and services.
The Scotts have touted the new marketplace to sellers as a way to complement or expand their e-commerce with a reach beyond their local areas and bolster their marketing. Sellers pay Casaza only when an item is ordered from the site, according to the website.
The Scotts partnered with a team of executives and experts from companies including Amazon, Farfetch, HomeAway and Net-a-Porter to build the site, according to a press release emailed to Retail Dive. Services include home measurement, design, and finance and warranty products, according to the release.

Dive Insight:

The Scott twins host a number of home renovation shows on HGTV and are increasingly using their brand to make retail sales. Last month, for example, they announced a partnership with Kohl's that includes an exclusive home lifestyle collection, "Scott Living at Kohl's," for Fall 2019.

A series of tips and do-it-yourself projects from various design professionals sets the marketplace apart from other furniture and home goods e-commerce sites, according to Jonathan Scott, who said the site is a response to demand from their viewers.

"Knowledge is power when it comes to home design. There is no shortage of destinations for home decor for today's consumer, however there is a strong need to educate them about how to make the right purchasing choices and how to style those products beyond the purchase for maximum impact," he said in a statement. "Whether you're kicking off a DIY project or hiring a professional, you'll now have advice from top designers and home improvement experts at your side, every step of the way."

Products include a range of items for bath, bedroom and outdoor spaces, and there's advice for dwellers of smaller apartments and mansions, the Scotts said. Along with the online launch of the marketplace on Monday, Casaza is hosting a popup in New York City's Union Square from 12p.m. to 2 p.m. with a "before-and-after" project experience, along with a chance to win prizes, including a personalized 30-minute consultation with the Scotts and $1,000 credit on Casaza, according to the release.