You need to be pretty sure of your blogger relationships to give this a spin - you have to know that they REALLY like your products and don't mind the association being an intimate one.
But Lagerhaus was clearly confident of both. So they created Blog Up stores.
Essentially, widget given to interiors bloggers to create their own curated selection from the brand's stock. They stick it live on their blogs and give it their own "marketing spin" as curators. The remarkable thing was that the bloggers only picked FIVE pieces. Five.
Cue masses of sales and some great brand awareness.