Online marketplace Catch has launched a digital homewares magazine, The Home, after acquiring the e-commerce business of the same name from Lux Group last year.

The website features articles on design and lifestyle trends and recipes, alongside links to homewares products on Catch.

The launch reflects the merging of content and commerce, which has been occurring in the retail and publishing sectors in recent years. Fashion retailers now offer style blogs, and style bloggers increasingly are designing and selling their own collections.

“Merging commerce and content has been around for a long time and we have great ambitions to be the best in the business. It’s a great opportunity to inform Catch customers of current trends and products,” George Ierodiaconou, managing editor of The Home, told Internet Retailing.

Ierodiaconou noted that design and lifestyle go hand in hand.

“My vision for The Home is to create the most compelling content and tell the story of the unsung heroes of the design world and those who are passionate about better living. I’m thrilled to be offering readers the best ideas and advice as well as the chance to tap into the best prices for premium products,” he said.

Catch’s investment in the homewares category comes at a time when digitally-savvy millennials are aging into their core furniture buying years. Online furniture and homewares retailer Temple & Webster has said this will be a key growth driver for the business in the years ahead.

Catch CEO Nati Harpaz agreed that the homewares category is facing a significant opportunity.

“Industry-wide, the homewares category grew by 21.3 per cent last year proving that customers are becoming comfortable purchasing furniture and homewares online.”

The magazine is the second new experience launched by Catch in the last month, with the marketplace recently launching a live quiz game called Catch Live.

Catch CEO Nati Harpaz is a co-founder of Octomedia, publisher of Inside Retail.