How to Launch a New Product Collection to the Media

Launching a new product collection is an exciting milestone for any interior, design, or furniture brand. However, without the right media strategy, even the most eye-catching or innovative collection risks going unnoticed. In the crowded and competitive interiors market, it is crucial to drive excitement and media coverage around new product launches and media exposure is a great tactic to achieve this.

Capturing the attention of journalists, editors, and influencers requires precision, creativity, and planning. Read our expert tips about how to give your new collection the exposure it deserves.

Begin with a clear narrative

Every successful media launch begins with a strong narrative. Journalists receive countless pitches each and every week so it’s crucial to make yours standout. Go beyond descriptions of product details to uncover the story behind the collection. Is it inspired by a particular movement, material or maker? Is it responding to current design trends or filling a gap in the market?

Journalists and editors are always looking for more than just ‘what’ – they need a hook which is usually the ‘why’ – the reason for launching the collection. Your story should be authentic, relevant, and newsworthy, with a clear angle tailored to your target publications.

Invest in aspirational imagery

In the world of interiors and design, high quality, aspirational imagery is crucial. High-resolution, editorially styled and professional shot images are essential for securing coverage in print and digital media. Ensure your photography showcases the collection in both lifestyle and cut-out formats, with a cohesive visual identity that aligns with your brand. Without this, you simply won’t land strong media coverage.

If you have the budget, consider creating short behind-the-scenes videos or designer interviews. These assets are valuable for social media channels and digital platforms.

Build a media list

Not all journalists will be interested in your collection. Carefully curate your media list based on your collection’s style, price point, and story. Include a mix of long-lead consumer magazines, national newspapers, short-lead digital titles and if relevant, trade publications.

Take time to research individual editors and what they typically cover. A tailored pitch sent to the right person is far more effective than a generic press release sent en masse.

Craft a standout press release or pitch

Your press release or pitch should be concise (journalists are very time poor), well-written, and formatted for easy reading. Include a compelling headline, a strong lead paragraph that sums up the collection, and bullet points highlighting key features. Don’t forget to include prices, availability dates, and contact details.

Make it easy for journalists to access additional materials by including a link to a press pack with imagery, designer bios, and details.

Follow up and build relationships

After your initial outreach, don’t be afraid to follow up. Journalists are busy and may have missed your pitch. A polite reminder, or even a different angle a few weeks later, can reignite interest. For example, stats about the collection performance can pique a journalist’s interest.

Use this opportunity to build long-term relationships with the media. Share updates, comment on relevant trends, and position your brand as a reliable source of insight in the interiors space.

Consider a launch event or preview

For key collection launches, consider hosting a press preview or event. This allows media to see the collection up close, meet the designer or founder, and ask questions. A well-curated event can help generate excitement, strengthen media relationships, and lead to more detailed coverage, not just of the new collection but of the brand more generally.

Keep the format intimate and experience-driven and offer journalists an experience beyond the possibilities of the digital realm. In the work from home era, a drop-in event and a couple of croissants won’t cut it. Consider an intimate dinner at a sought-after restaurant, or an immersive pop-up event and activation.

Maximise coverage

Once you’ve secured media placements, make the most of them. Share them on your own platforms, tag journalists and publications where appropriate, and use the exposure to boost credibility with stockists, clients, and future collaborators.

Influencer activations

While not part of the traditional media landscape, influencers play a vital role in today’s communications mix. In the design and interiors space, many influencers have engaged audiences who are keen to hear more from them about the latest launches and trends. A well-aligned influencer partnership can introduce your collection to highly engaged, niche audiences who may not be reached through conventional press alone.

When selecting influencers, prioritise authenticity and audience relevance over follower count. Micro-influencers with a loyal, design-conscious following can be just as effective – if not more so – than large lifestyle accounts. Think interior stylists, home renovators, and design-led content creators whose aesthetic aligns with your brand.

Offer them early access to the collection, behind-the-scenes insights, or exclusive styling content. Encouraging influencers to create their own visual narratives helps generate original, shareable content while amplifying your brand’s voice. Many editors also look to Instagram and TikTok for trend inspiration, so this exposure can feed back into traditional media interest too.

Launching a new interiors collection to the media is about more than simply sending a press release – it’s about crafting a compelling narrative, creating beautiful assets, and capturing attention across multiple channels. From traditional press outreach to immersive events and influencer collaborations, each element should work in harmony to build excitement and credibility around your brand and collection. With thoughtful planning and the right approach, your next launch can make a lasting impression and reach the audiences that matter most.

If you’re a brand in the interiors and design space and you need expert help securing coverage for a new collection launch, please get in touch.