Country Club

A trio of country singers have recently announced consumer product initiatives that are significant both in terms of the breadth of the programs and the attention they have garnered:

• Last week, news arrived that Blake Shelton had partnered with Land’s End for a fall and holiday collection. The assortment includes apparel for men, women, and children, including flannel shirts, t-shirts, and sweaters; pet supplies such as clothing and beds; and home goods ranging from bed and bath items to storage. The partners said the colors and patterns are inspired by things that represent home to Shelton, from the colors of blue sky and amber beer, to a six-string-guitar plaid. Comfort and versatility are core to the line, which includes more than 100 items.

• Two weeks ago, Dolly Parton launched her Doggy Parton line of pet products to great fanfare. Initially available on Amazon, the range comprises apparel and accessories, including lots of Dolly-style outfits, as well as toys. Earlier this year, Parton paired with Duncan Hines for cake mixes. As part of that venture, there was a quickly sold-out limited-edition gift set that consisted of the two cake mix and two frosting flavors, along with a tea towel, pot holder, spatula, and note from Dolly. Parton’s other recent product lines cover the spectrum from perfumes to home goods.

• Miranda Lambert partnered with Walmart for the Southern hospitality-themed Wanda June Home Collection, inspired by Lambert’s mother and grandmother. The launch included more than 80 mix-and-match SKUs in kitchen goods, barware, tabletop items, and home décor, with the majority priced under $30. Lambert’s other merchandise ventures include her clothing and cowboy boot private label at Boot Barn, sold under the Idyllwind brand, and her Mutt Nation pet products line at Tractor Supply.

The first two examples listed here include a charitable component, as does Lambert’s Mutt Nation range.

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