This story appeared in the Fall print issue of Strategy Magazine

This October, Italian appliance brand Smeg announced a new Canadian partnership with October’s Very Own (OVO) – the global lifestyle brand co-founded by artist Drake.

The pairing makes sense when you consider Smeg’s previous collaborators: Dolce&Gabbana, Veuve Clicquot and Fiat. That’s right, you can own a D&G kitchen set, if you’re so inclined. Meanwhile, OVO – founded in 2008 by Drake, Oliver El-Khatib and Noah “40” Shebib – has struck deals with brands like Nike, Air Jordan, Canada Goose and the NBA over the years.

In its newest collab, Smeg has unveiled a limited-edition collection that combines its 1950’s designs with OVO’s streetwear aesthetic, “merging high design with contemporary cool.” The new line features three products from Smeg’s range: a mini fridge, a two-slice toaster and a kettle. Each is embellished with gold accents and the OVO owl logo.

“The retro design is a hallmark of the Smeg brand, a product movement that has grown and evolved over the last 20 years,” Gisela Mussen, general manager of Smeg Canada, tells strategy. “This collaboration with OVO merges two iconic brands, each celebrated for their innovation and global impact in their respective fields.”

Mussen says the collection, which is available through order on both brands’ websites, is meant to speak to fashion and design enthusiasts.

“We’re seeing a lot of design elements coming to life from urban art work, urban fashion, all colliding into home décor, so it’s a natural step and we wanted to be a leader in that space,” she adds.

The partnership marks OVO’s foray into the home appliance space, says Mussen, adding that Smeg chose OVO “because it’s iconic, Canadian and a global brand. We wanted to start with something very simple, streamlined and sophisticated.”

Mussen also points out that, while it’s a Canadian launch, the brand is receiving orders from the U.K. and Australia as well. “Everyone thinks it’s a global launch when it is very specifically Canadian,” she says.

The announcement was made in anticipation of the 2025 opening of Smeg Canada’s first flagship store, planned for Yorkville in Toronto. Mussen says Smeg Canada is also currently eyeing expansion in Montreal and Vancouver.