Lowe’s has launched “Creator: Into the Blue,” a program that gives creators the opportunity to pitch, develop, and bring products to retail through the home improvement chain.

The program extends two existing Lowe’s initiatives: the “Creator Network,” which launched in 2025 as the home improvement industry’s first creator network, and “Into the Blue,” a product innovation platform for entrepreneurs introduced in 2022. Through the new offering, creators can submit product ideas for potential distribution at Lowe’s, with access to the company’s product design, development, sourcing, and merchandising teams.

“Creators today are evolving their ideas and audiences into businesses, brands, and products,” said Jen Wilson, Lowe’s SVP and CMO. “Lowe’s Creator: Into the Blue is the next evolution of that strategy, allowing us to help more creators move into creation and turn their ideas into products and scalable businesses.”

Lowe’s cited its collaboration with Jimmy Donaldson, known as MrBeast, as a model for how creator partnerships can extend into product development. That collaboration produced the MrBeast Lab Swarms collectible toy kits, sold through Lowe’s Kids Club workshops across all 1,750-plus store locations this summer. The Creator Network, which had enrolled 17,000 creators during beta testing at launch, connects participants with commission-based storefronts.

Three Submission Tracks

Creators may apply under three categories: existing products seeking retail distribution and scale, product ideas requiring development and sourcing support, and collaborations tied to an existing Lowe’s product line. The program is open to creators outside the existing Creator Network.

Applications are open through Sept. 1, 2026, at Lowes.com/CreateWithLowes. Lowe’s will review submissions after the application period closes and announce selected creators at a later date.

The announcement builds on a creator commerce strategy Wilson outlined at the Creator Network’s launch in June 2025, when she said driving brand preference by “tapping into creators with varying levels of followers” was a key priority for reaching younger consumers and increasing digital engagement.

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