2 MINUTES WITH: Lisa Helmanis, editorial director, Mydeco.com

Interior decorating website Mydeco.com is the latest brainchild of lastĀ­minute.com co-founder Brent HobĀ­erman...

Tell us how it came about.
Brent Hoberman was redecorating and found the lack of information and clear advice, and the ability to do something as simple as compare costs quickly, a very frustrating experience. He felt there was room for a site that gave users the chance to search thousands of products, get inspiration and insider tips, and be able to visualise your choices before you commit to a big purchase. So Mydeco.com was born.

Who will you be targeting?
Anyone with an interest in home and interiors. As well as being able to compare and shop for products, the site has a really useful and lively editorial content, and the most advanced 3D visualisation tools available, which even allow users to upload pictures of their own home and plan their projects with real, 3D products. So if you want that Habitat sofa, rather than just checking if it fits size-wise, which is what most planning tools do, you can actually see it in situ and see how it really works.

What makes Mydeco.com different from other interior design magazines and websites?
It really is a totally comprehensive site, with thousands of products from all key retailers, plus some quirkier pieces, and no one else offers that kind of range.

What stories are you looking for?
Anything new, of course, is great for us, but not just interiors; gardening, fash­ion, travel, and food as interior style is all so heav­ily influenced by general lifestyle trends.

What should PROs be contacting you about in the run up to your launch?
The website is launching later this year, but we’ve got a full editorial team up and running. I’m looking to receive anything Christmas-related as soon as possible.

Frequency: Website – ongoing
Publication: Website – ongoing
Lead time: About four weeks
Contact: T 020 7731 9470

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