Macy’s And BuzzFeed Launch First-Ever ‘Goodful’ Home And Housewares Line Available Now

    All-New Line of 100 Wellness Products Created for Macy’s Extends Goodful Brand into Retail, Further Expanding BuzzFeed’s Commerce Strategy

    New York, NY -- Oct. 24, 2018 -- Macy’s and BuzzFeed’s Goodful today launched an exclusive line of home products designed to promote wellness and mindfulness among consumers nationwide. Goodful™, created for Macy’s, includes 100 products ranging from high-quality kitchenware and appliances to elevated offerings within the home goods category, ranging in price from $15 to $230. The full Goodful line is available at Macy’s stores and

    By launching Goodful’s first-ever product line with Macy’s, BuzzFeed is able to extend the digital brand’s reach and fulfill its mission of helping consumers take simple, intentional steps to live better. BuzzFeed reaches more health-conscious millennials than any other competitive brand in the wellness space, reaching more than 55.5M people monthly across its owned and operated properties alone. Through BuzzFeed’s licensing partnerships, the carefully curated line includes household items created by four premier manufacturers: kitchen electrics powerhouse Cuisinart, textiles giant Welspun, kitchenware leader Epoca and the global leader in the rapidly expanding in-home garden system category AeroGarden.

    The Goodful line allows Macy’s to further service the wellness community by offering items intended to facilitate healthy living. Products include an Aerogarden kit to grow fresh herbs right on the kitchen countertop, a Goodful™ Digital Food Scale, and HygroCotton® bedding sets.

    “As the go-to shopping destination for tasteful home essentials, Macy’s is a great fit for the Goodful line, which empowers consumers to extend mindfulness into everyday life,” said Ben Kaufman, Chief Commerce Officer at BuzzFeed. “The products are based on audience insights allowing for the perfect opportunity to bring to life products we know the Goodful audience wants and Macy’s consumers have been asking for.”

    Following the success of Tasty’s exclusive cookware line, which has sold more than 1.5 million units since March, the launch of a Goodful home collection extends yet another one of BuzzFeed’s Media Brands to retail. As part of BuzzFeed’s evolving commerce and licensing model, the exclusive Goodful collection anchors a broader strategic partnership between Goodful and Macy’s, which also extends across consumer products, experimentation and innovation in commerce, media and marketing, including product integrations across the BuzzFeed network.

    “Macy’s partnership with Buzzfeed on the creation of the Goodful product line brings an exciting addition to the wellness category at Macy’s,” said Roberson Keffer, Macy’s Fashion Director for Home. “The Goodful assortment is designed with freshness in the kitchen, sounder sleep, and mindfulness at the center of the line. From countertop herb gardens and PTFE & PFOA-free ceramic cookware, to HygroCotton® bedding that temperature-regulates and becomes softer with every wash, we are enthusiastic to see our collaboration come to life, making it easier for our customers to achieve a holistic lifestyle.”

    Launched in November 2016, Goodful has quickly grown to become a trusted lifestyle brand reinventing the well-being and self-care space. Goodful reaches an average monthly audience of 45.2 million people within the US and is part of BuzzFeed’s Media Brands, which also includes Tasty for food and cooking, Nifty for home, Bring Me for travel, Playfull for parenting, and As/Is for beauty and style.

    About Macy’s

    Macy's, the largest retail brand of Macy's, Inc., delivers fashion and affordable luxury to customers at approximately 650 locations in 44 states, the District of Columbia, Puerto Rico and Guam, as well as to customers in the U.S. and more than 100 international destinations through its leading online store at Via its stores, e-commerce site, mobile and social platforms, Macy's offers distinctive assortments including the most desired family of exclusive and fashion brands for him, her and home. Macy's is known for such epic events as Macy's 4th of July Fireworks® and the Macy's Thanksgiving Day Parade®, as well as spectacular fashion shows, culinary events, flower shows and celebrity appearances. Macy's flagship stores -- including Herald Square in New York City, Union Square in San Francisco, State Street in Chicago, Dadeland in Miami and South Coast Plaza in southern California -- are known internationally and are leading destinations for visitors. Building on a more than 150-year tradition, and with the collective support of customers and employees, Macy's helps strengthen communities by supporting local and national charities giving more than $52 million each year, plus 153,000 hours of volunteer service, to help make a difference in the lives of our customers.

    For Macy’s media materials, including images and contacts, please visit our online pressroom at

    About BuzzFeed

    BuzzFeed is the world’s leading tech-powered media company, with a cross-platform news and entertainment network that reaches hundreds of millions of people globally. The company produces articles, lists, quizzes, videos, original series; lifestyle content through BuzzFeed Media Brands including Tasty, the world’s largest social food network; original productions across broadcast, cable, SVOD, film and digital platforms for BuzzFeed Studios; original reporting and investigative journalism through BuzzFeed News; and BuzzFeed Commerce, which develops social commerce products and experiences, as well as licensing and other strategic partnerships.