The 28-page sample magazine, which will be delivered to 60,000 homes in the locality of the stores, will include articles from the May issue as well as new content showcasing the British Home Stores range and promoting the new superstores.
The Bhs superstores have a strong focus on homeware with a much increased range of products, compared to Bhs high-street stores. As part of the deal, Ideal Home stylists also provided advice on interior design to customers at the store openings.
The deal was created and negotiated by Bhs's media planning and buying agency, MPG, as a way of getting consumers to reappraise Bhs.
Martin Thomas, head of strategy at MPG, said: "British Home Stores has a good story to tell, but faces the challenges of encouraging consumers to reappraise the expanded store offer and of cutting through the high level of direct mail clutter generated by the retail market.
"By leveraging the authority and the look of Ideal Home and commissioning its professional journalists and designers to handle the project, we will substantially increase response rates. We find this type of heightened collaboration with media partners really leads to more innovative solutions that deliver greater cut-through."
Sue Valentine, group account manager of IPC SouthBank Solutions, added: "This is Ideal Home's first foray into direct mail and the mini magazine looks fantastic."
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