Brand partnerships with TV personalities are nothing new. Some brands utilize celebrities as spokespeople or endorsers, while others collaborate to create exclusive, licensed product lines. Even with the more recent onset of influencer culture, the stars of our favorite TV shows continue to impact consumer purchase behavior. 

And there is a science behind the correlation between star power and social proof. According to a 2023 marketing psychology study conducted by Wharton scholars at the University of Pennsylvania, “People are more likely to choose products that are endorsed by a celebrity rather than a non-celebrity, and they make that choice faster.” 

And yet, not all celebrity partnerships end in success, especially when a brand fails to understand its key audience(s), or the relationship feels inauthentic in some way. Trust and authenticity are crucial for a celebrity campaign to work. 

For brands in the home categories — home improvement, furniture, appliances, decor, and more — collaborating with well-known HGTV hosts can help to build solid credibility and even instant social proof. 

Currently, HGTV is the tenth most watched channel on TV, per rankings powered by Nielsen data, with many hosts earning household name status — even among those who don’t regularly watch HGTV. Consider Drew and Jonathan Scott, also known as the Property Brothers. First appearing on HGTV over a decade ago, the brothers have since built a strong reputation and successful business empire, and are, arguably, two of the most recognized TV hosts in the U.S. 

Among HGTV fans, they are certainly a favorite. A recent Realtor.com survey revealed that the Property Brothers is the most-watched HGTV show in 13 states — soundly beating out all other shows on the network. “Its popularity spans every U.S. region, ranking #1 in the Midwest, Northeast, South, and West, making it the most searched HGTV show in the country.” 

Scott Living by King Koil 

Nationwide Marketing Group (NMG) mattress vendor, King Koil, recently embarked on a licensing partnership with the Scott brothers to manufacture the Scott Living Mattress Collection. As reported by Furniture Today, “The new collection, designed to retail between $1,499 and $2,999 in queen, will feature six mattresses in a range of comfort feels built with premium components. King Koil will support the lineup with point-of-purchase material to help retail partners promote the collection.” 

WATCH THIS short video from Drew and Jonathan Scott to the NMG membership.

Erin & Ben Co. Collection for Best Home Furnishings

Another NMG vendor partner, Best Home, also recently announced a new collection in partnership with two well-known HGTV personalities — Erin and Ben Napier, hosts of Home Town. 

Launched at High Point Market in October 2025, the Erin & Ben Co. collection for Best Home includes over 80 exclusive fabrics available across a variety of sofas, chairs, and accent furniture. President of Best Home Furnishings, Brian Lange, captured the power of the partnership well in a company press release, stating: 

“Erin and Ben are a natural fit for Best. Their design instincts pushed us creatively, while still allowing our team to do what we do best—build furniture with craftsmanship, efficiency, and care. From day one, the partnership felt comfortable, and we’re thrilled to bring their vision to life for retailers and consumers alike. Erin and Ben are admired not only for their style, but also for their authenticity and approachable nature. Their presence on HGTV’s Home Town has made them household names, and they are tremendous ambassadors for the Best brand.”

Celebrity Endorsements Can Boost Sales

So how can you, as a retailer, tap into this power?

Selling product lines endorsed or licensed by popular HGTV hosts can boost in-store and online traffic through name recognition alone. Add to that the built-in trust value many HGTV stars offer, and conversions are likely to increase as well. 

Of course, carrying these, and other, brands connected to on-air home improvement and design experts will still require a promotional strategy, key steps — like building brand recognition and establishing basic selling points — are ready to activate. 

If your core customers are likely viewers of HGTV, your business could benefit from leveraging the influence of the network’s most successful hosts.