Inside Variety’s cover story with Lifestyle Leaders Entrepreneurs of the Year ChipGaines and JoannaGaines: Chip and Joanna Gaines' Magnolia Empire Is Huge. It's About to Get Way Bigger
Just after 9 a.m. on an overcast October morning, a line of more than a dozen people has already formed outside Silos Baking Co. in the heart of Waco, Texas. A tiny establishment, the bakery will reach capacity hundreds of times, and not just because of the deliciousness of its Shiplap cupcakes or its thick slices of seasonal pumpkin bread. Customers stand outside on a windy, gray day for the chance to taste the brand that brings tens of thousands of people to Waco each year.Silos Baking Co.
Chip & Jo, as the couple are known, are quick to offer assessments of their success — why, for instance, their particular lifestyle milieu has connected so strongly with a broad swath of consumers. The specific chemistry of the couple — his aw-shucks humor and her simple, elegant style — helps make them good business partners.
Sitting in Jo’s cozy office in Magnolia’s headquarters, the pair reflect on their rise since the day they opened the doors of their first storefront in Waco in 2003. Today, Magnolia and the fandom around Chip & Jo have transformed the city of about 140,000 people, which was once primarily known as the home of Baylor University and the site of the 1993 Branch Davidians standoff with the FBI that left some 75 people dead.
Perhaps the fullest expression of the Magnolia allure is the outdoor shopping and recreation area in downtown Waco known as the Silos. Despite the windy central Texas plains, the lawn area manages to smell like a perpetually lit seasonal candle. The space is so named because it is built around two enormous silos and the giant shoots that once processed cottonseed oil.
Today, the Gaineses’ Waco footprint also includes the sit-down restaurant Magnolia Table , the coffee shop Magnolia Press , a Magnolia Home store , several Magnolia-owned vacation rental homes styled by Jo and a 100-year-old castle the couple recently flipped on their newest Magnolia Network TV series, “Fixer Upper: The Castle,”There was a period during which the Gaineses’ brick-and-mortar establishments — as well as their Magnolia Journal, Target line Hearth & Hand and HarperCollins...
The brand performs across platforms, with Magnolia Network content among the top unscripted programs on HBO Max and “Fixer Upper: The Castle,” specifically, remaining in the Top 10 titles on HBO Max since its debut. On Discovery+, “The Castle” has been the No. 1 show since its premiere. Combined with viewership on HBO Max, the show triples its streaming viewership on Discovery+.
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