Domino Inks Licensing Deal with America’s Tabletop Leader Lenox Corporation

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Authority in Design/Home Décor Media Will Launch “Domino by Lenox” Tabletop Collection in 2018

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Domino is all about helping people discover fresh and beautiful design across all price points. Our ‘Domino by Lenox’ tabletop line is exactly that.

Domino, the pioneering content and commerce company rooted in home décor, today announced a licensing deal with Lenox Corporation, America’s leading tableware, giftware, and home entertaining business. Domino, in collaboration with Lenox, will design and market a Domino branded tabletop collection, available at select leading retailers in 2018.

Domino is among the first shelter media brands to leverage its name and authority to create a consumer line of merchandise. Domino is the fastest growing property in the design/DIY category—and particularly resonates with millennials who relish Domino’s accessible aesthetic. Where shelter media has traditionally been aspirational, Domino showcases accessible design that inspires and motivates consumers to beautify their surroundings. Domino believes that budgets should not constrain creativity and aims to offer ideas and merchandise that are actionable and accessible so design enthusiasts can live their best lives in surroundings they love.        

“We’re delighted to partner with Lenox, the clear leader in tabletop design and entertaining,” said Nathan Coyle, CEO of Domino. “Domino is all about helping people discover fresh and beautiful design across all price points. Our ‘Domino by Lenox’ tabletop line is exactly that.” Coyle continued, “Domino’s licensing relationship with Lenox also showcases our desire to build a brand that people love—and to offer many ways to experience our brand. We’re excited to blaze new trails in terms of how publishers can monetize a media property.”

"Our partnership and licensing effort with Domino allows us to leverage our design and category expertise to offer innovative everyday dinnerware to a younger generation while reinforcing our position as America's leading tabletop and entertaining business," said Katrina Helmkamp, CEO of Lenox Corporation. "Our goal is to be flexible and responsive to meeting the needs of the market while working with organizations that are passionate and consumer-driven. We are thrilled to partner with an organization like Domino that shares our beliefs and has a commitment to delivering beautiful, creative products to consumers."

Bridging virtual, physical and hard copy, Domino is writing the playbook of how to be a successful media company today through multichannel monetization and experiences that are uniquely Domino.

Domino leads the industry for growth in the shelter and design category. It has been indefatigable in discovering new and exciting ways to exploit its expertise and design authority to drive revenue. This spring, for example, it launched a staging consulting service that offers real estate developers Domino’s discerning eye and connections to create model residences by the hottest designers. This staging service allows developers to maximize profit through higher residence unit sales. This past summer, Domino operated two highly successful pop-up experiences in Brooklyn and in the Hamptons. Domino has also created the Domino Collective, a collection of top design sites that offers advertisers scale on premium home and design ad buys. And, Domino launched an Influencer Network so Domino advertisers can connect intimately with super fans/influencers who create original content that align with advertiser goals.

About Domino
Domino is the go-to resource for design lovers who want to bring their personal style home. We inspire customers to create a happy home by celebrating their individuality, providing them with need-to-know information, and empowering them to shop for what they love. Domino magazine is published four times a year and fresh content is updated continuously on and Domino’s app.

About Lenox
Lenox is a leading designer and marketer of dinnerware, flatware, glassware, giftware and other collectibles and tabletop products. The Company markets its products primarily under the Lenox, Gorham, Dansk and Reed & Barton brands. Lenox products are sold through department stores, gift and specialty retailers, and general merchandise chains, as well as through the Company’s own retail stores and consumer-direct channels of distribution, including Internet, catalog and mail order. Over its 125 year history, Lenox has been the recipient of numerous design awards, including the Women’s Choice Award®, and was the first American dinnerware used at the White House. Lenox is headquartered in Bristol, PA and employs more than 850 employees. For more information, please visit the Lenox website:

Media Contacts:

Andy Morris
Code Morris for Domino

Joanne Gibbs
K+J Agency, LLC for Lenox                                                                                     

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Code Morris
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