TV4 teams up with Bonnier sister company for e-commerce venture

Swedish commercial broadcaster TV4 has teamed up with Adlibris Group to launch a new e-commerce venture, Kökets Favoriter (Kitchen Favourites) and has set itself the goal of becoming the leading e-commerce provider for cooking, baking and tableware products.

Both e-commerce specialist Adlibris and TV4 are backed by Swedish media giant Bonnier.

Camilla Everberg, director of food at TV4, said this would be the first part of an extensive investment in food-related activities for the group. The venture with Adlibris will include integrated solutions for advertisers, she said.

Kökets Favoriter will sell well-known brands including ingår Global, Ankarsrum, Iittala, Eva Solo, Stelton, House Doctor, Kusmi tea, Rosendahl, Johan & Nyström, Skeppshult, Skultuna, Dualit and others.

Julia Reuszner, head of websites at Adlibris Group, said that food was an underserved category in e-commerce, and that the goal of the venture was to create an online store with awide appeal and strong brands sold at competitive prices.