The home improvement programs sprouted two decades ago. But its boom has occurred over the past five years, boosted by the effect of the pandemic. And today, some of its stars are real moguls. This is the case of the brothers Drew and Jonathan Scottthe “Property Brothers” (“brothers at workin its Latin version), who have built a billion-dollar lifestyle empire in less than 10 years: their television career 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 the home décor product lines, from pillows to furniture, that the Scotts make for retailers and their own e-commerce. .

the partners

The brothers capitalized on their large TV presence to build his personal brand, sponsorship 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 driving to help grow things.

But it was exciting for us to be able to control here, to be able to make the decisions, because at the end of the day, I trust Jonathan completely. It is not a stranger who brought money to do something or vice versa. We are brothers,” says Drew. So the 44-year-old identical twins born in Vancouver became media personalitiesexpanding its range of products.

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-room motel in Palm Springs: “Trixie Motel” (a joins Discovery+ in June). And they have 13 operational TV series -without a script-, where the mainstays are “Property Brothers: Always Home“, “brother against brother“O”celebrities”, in which they reform the houses of people dear to Hollywood stars.

Meanwhile, its products are sold like hot cakes through various channels. This the Drew & Jonathan line for the Living Spaces chain, which sells furniture, mattresses and wall art. The “Man-cave” collection (masculine corner) for Macy’s: includes bar utensils, mats 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 $2 billion in sales.

veins

The brothers also have a healthy sponsorship business as promoters for security firm ADT, Chase Bank, Dish Network and American Family Insurance. It’s that the “Property Brothershave a global reach: their programs are broadcast in more than 160 countries and constitute the new bulwark of 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,” rejoices Jonathan, who promoted the stage online, where reached 20 million downloads of their “Property Brothers Home Design” app which debuted in 2019 in partnership with publisher Storm8.

“We can do a million things, but it all dilutes the brand if it’s done wrong. Our mattress program is one of the most successful things. Our partner Restonic was amazing. They allowed us to design mattresses with feedback from our users and the public, and a unique experience was achieved. They really solve the problems people have, and keep it affordable…” says Jonathan seriously.

“Here’s the quote,” Drew interrupts with a quip: “The Property Brothers solve problems in the bedroom. “It’s a brand customers know and trust,” said Bill Boltz, Lowe’s executive vice president of merchandising. “There are tons of celebrities who They launch furniture lines for the home and different products. But ours works because people invite us into their living room every day. Or at least, with 48 new episodes a year,” Jonathan gloats. “For us, it’s not just about making big money and being famous. We love helping families,” says Drew with a good salesman smile. “Mom and Dad would kick our asses if our egos got to our heads,” Jonathan concludes.}

emuls

The Scott Brothers’ success has promoted nearly a dozen similar projects, where couples and families have their home improvement series for television. Canadians Dave and Kortney Wilson they moved to Nashville in 2013 to pursue a career in country music, but ended up selling houses to make a living. “Masters of Flip” chronicled their efforts to renovate dilapidated homes on limited budgets and in a short time.

In 2019, when the series was about to end, the couple announced that they were going to divorce, but they continued to work together on a new program called “Coming home with Kortney and Dave“Same fate for the mother-daughter duo: Karen Laine and Mina Starsiak Hawk demolish abandoned houses in their Indianapolis hometown in”good bones” on HGTV. In 2007, after remodeling Hawk’s home, they discovered a company was behind the renovation, and the couple launched their business Two Chicks and a Hammer, from which they have won millions.

But only the Gaines, Chip and Joanna, they can compete with the Scotts by diversifying the business. In their Silos Baking Co. in the heart of Waco, Texas, they have set up a bakery that supplies dozens of stores in the southern United States. And that’s just one of dozens of companies 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 “Upper fixatorfrom HGTV, expanded their brand into a multi-faceted operation with unparalleled reach and influence. In July 2021, they launched Magnolia Network, a 24/7 channel that debuted on Discovery+. another pearl in content integration with HBO.

The alchemy of the couple his humor and his simple and elegant style, are the recipe for success that has won over the public. “Para nosotros, no ha habido un libro de jugadas, y yo diría que es la razón por la que tenemos muchas noches de insomnio -dice Joanna- porque no hay otro negocio en el que puedas decir: ‘Bueno, hicieron esto en los últimos 10 years. and it worked’.

But luckily I have Chip here with me. I feel like every other day we hold our breath. But we managed to move forward successfully, ”she rejoices. “We wanted to do these jobs and, curiously, television has given us the opportunity. As an entrepreneur, this makes me feel extremely uncomfortable. Did we do this because it was what we deserved? Or did we just get lucky and owe it all to TV? he wonders.

The truth is, the Gaineses have become marketing masters, 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 used furniture.

by RN

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