Home improvement retail company Lowe’s has launched its first Creator Network, a platform designed to support do-it-yourself (DIY) creators of all sizes by helping them share project-driven stories.
The initiative builds affinity for the creators’ own brands and strengthens Lowe’s relationship with its customers.
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MrBeast, the most-followed digital creator, is among the first to join the Lowe’s Creator Network. MrBeast is collaborating with Lowe’s to curate a dedicated storefront, allowing fans to shop his favourite DIY materials and tools.
Lowe’s chief marketing officer Jen Wilson stated: “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
“We couldn’t be more excited to welcome MrBeast to our network along with other recognisable 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.”
The Creator Network is part of Lowe’s strategy to deepen its connection with millennial and Gen Z audiences who often look to creators for inspiration and trusted advice.
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By GlobalDataThe Lowe’s Creator Network offers a multi-tiered system to support creators at different stages of their journey. It provides competitive commissions, customisable storefronts, product samples, training resources and opportunities for business growth and audience connection.
As creators progress, they can access more benefits such as project funding, long-term sponsorships and exclusive events such as the annual Lowe’s Creator Summit.
With more than 17,000 creators enrolled during its beta phase, the Lowe’s Creator Network is set for rapid expansion. The network increases Lowe’s visibility and promotes its vendor partners.
Future plans include leveraging the Lowe’s Retail Media Network to enhance brand presence and community engagement across digital channels.
In May 2025, Lowe’s and marketplace technology company Mirakl partnered to accelerate its e-commerce Marketplace growth.
