Reese’s Book Club leans into the self-care wave with Havenly deal

Interior design platform Havenly is partnering with Hello Sunshine’s Reese’s Book Club, the online book club founded by media mogul Reese Witherspoon. The actress and producer initially launched the book club through her Instagram account several years ago, and it has since grown into its own stand-alone entity with an app, a seasonal gift box, and a sticker seal on new book releases arguably inspiring the same branding weight and credibility these days as Oprah’s Book Club, which was founded in 1996.

Courtesy of Havenly

Havenly, a network of professional interior designers, produces hundreds of thousands of custom patterns and layouts each year. And the company’s e-commerce platform is connected to hundreds of retailers for furniture and home decor, streamlining the purchase process for clients.

Both brands are capitalizing on a greater awareness for “self-care,” with reading being at the forefront.

Havenly and Reese’s Book Club share similar customer and/or follower demographics: mostly millennials who are active on social media and are leaning into more introverted interests. Representatives for both brands say they saw a presence of reading rooms in their own respective communities; Reese’s Book Club members shared where they were reading the next selection on social media, and Havenly found they were getting more customer requests to transform small nooks and corners into comfortable reading areas.

Courtesy of Havenly

“They decided to work together to meet this need head-on and really encourage a less indulgent, more productive form of self-care,” a spokesperson for Havenly tells Fortune. “This collaboration is solely focused around creating a more productive and positive type of self-care while also making it fun for book lovers to reimagine their spaces where they enjoy what they love most: to read.”

Courtesy of Havenly

The partnership will enable consumers to build their very own personalized reading rooms within their homes via Havenly.com. The emphasis will be on comfort and coziness, often depicted in photos to feature bright and highly decorated rooms—from dedicated libraries within the home to corners of the attic or just a window seat—and shared throughout “bookstagram,” a niche vertical within Instagram for book lovers.

Courtesy of Havenly

The first part of the partnership commences on Oct. 12, when Havenly users can work to redesign their space to include a reading room. Guidance with a Havenly design expert starts at $79. Consumers will be prompted to take a style quiz before a matched interior designer works on custom 3D specifications to suit rooms of all sizes and a curated shopping list of furniture that can be purchased online.

A private label, Reese’s Book Club x Havenly will follow next year with a line of products specifically for reading rooms, such as comfy chairs, ottomans, lamps, and more.

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