Home improvement retailer Lowe’s Cos. Inc. has launched the Lowe’s Creator Network.
Lowe’s launches its Creator Network with MrBeast’s curated storefront on Lowes.com. | Image credit: Lowe’s
The Lowe’s Creator Network is free to join, with the retailer announcing that more than 17,000 creators have already enrolled during its beta launch. In the announcement, the retailer said it seeks to give itself and its vendor partners more visibility, “with future plans to extend these opportunities through Lowe’s Retail Media Network, enhancing brand presence and community engagement across all digital channels.”
Lowe’s has also launched a dedicated storefront partnering with YouTube celebrity MrBeast. The team-up also makes Lowe’s the exclusive building partner for the second season of Beast Games.
“Driving preference and engagement with the Lowe’s brand by tapping into creators with varying levels of followers is a key priority for Lowe’s as we look to gain relevance with younger generations while increasing digital engagement,” said Jen Wilson, chief marketing officer at Lowe’s, in a statement. “We couldn’t be more excited to welcome MrBeast to our network along with other recognizable names like DadSocial and Chris Loves Julia. These are exciting names in the world of influencers and now they’ll be DIYing with Lowe’s across their social channels.”
Lowe’s is No. 11 in the Top 2000 Database, which ranks North America’s largest online retailers by annual ecommerce sales. The retailer is in the Hardware & Home Improvement category. Digital Commerce 360 projects Lowe’s online sales will reach $11.48 billion in 2025.
How the Lowe’s Creator Network works
Lowe’s said its network allows creators to earn through their content through commissions and customizable storefronts linked directly to Lowes.com. It also features a multi-tiered system with varying advantages.
The network’s members will receive access to product samples, training resources and “a range of opportunities” to help grow their businesses, according to Lowe’s. It has not yet announced what product samples and training sources creators will have access to, nor the rate they make in commissions.
“As they advance within the network, creators unlock even greater value, including project funding, long-term sponsorships and exclusive access to events like the annual Lowe’s Creator Summit,” the retailer said in its announcement.
Lowe’s said its creator network deepens its connections with Millennial and Gen Z audiences.
“Creators aren’t just making content,” said Jonathan Stanley, Lowe’s head of social and influencer marketing, in the statement. “They’re building businesses by taking on real projects and connecting with their communities through meaningful storytelling. … From training resources to product samples and self-serve storefronts, we’re giving creators the resources to produce content they know their audiences will want to see.”
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