The redesign marks the start of a five-year plan to restore the brand's values. Sales of House Beautiful have slumped to less than half the 344,000 figure it achieved at its peak a decade ago.
The last ABC, for the first half of 2003, showed sales at 170,200, a decline of 10.2% on the previous year.
Although it remains the second-biggest selling magazine in the homes sector, it now trails IPC's market leading Ideal Home by more than 100,000 copies.
The revamped look will be unveiled with the November issue, on sale from today (Thursday). Elements of the redesign include a bigger format, aimed at getting greater awareness on the newsstand, glossier and heavier paper, and a contemporary logo.
Content is to be boosted by an additional 20 editorial pages. The editorial focus is to be broadened from interiors to include wider issues affecting homeowners, such as Neighbourhood Watch schemes and waste recycling.
It is hoped that this will improve reader loyalty and frequency of purchase.
Tear-out collectable cards with practical homeowner information are also to return, after being ditched in 1998.
The overhaul has been conducted by editor Kerryn Harper, who moved over from sister NatMags title Your Home three months ago, replacing Sarah Whelan.
Publishing director Nadia Dawson said the first goal was to get sales up to 200,000 within a year, with a further target of 250,000. No above-the-line work will support the revamp. Promotion will be limited to point of sale.
Dawson said: "We want sustainable organic growth. This is a long-term strategy to rebuild one of NatMags' flagship brands."
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