From Sonja Morgan’s toaster oven to Bethenny Frankel’s Skinnygirl, launching a brand has become a rite of passage for Bravolebrities. Now, Kyle Cooke, Amanda Batula, and Carl Radke’s Loverboy is joining those exclusive ranks
Photo-Illustration: The Cut; Photos: Getty Images; Loverboy From Sonja Morgan’s toaster oven to Bethenny Frankel’s Skinnygirl, launching a brand has become a rite of passage for Bravolebrities. Viewers have seen it all, from Craig Conover’s pillows to Hannah Ferrier’s insect-repellent fans . Not to mention the flops, like Teresa Giudice’s short-lived peach sparkling wine, Fabellini, cases of which are surely somewhere in a Paterson, New Jersey, warehouse, seeping into our water supply.
Do you watch other Bravo shows and take note of what kinds of products work with this audience and which ones fall flat? Cooke: Absolutely. And we actually do a pretty bad job. We’re so busy. We don’t show enough of it, and Bravo, they don’t want to turn it into a Loverboy commercial. So there’s only so much of our work lives that they show. But the more we can show, the more loyalty we would actually foster, just because people would appreciate the hard work.
Cooke: Anytime it feels deliberate, Bravo will literally stop us in our tracks because it needs to feel natural. Sometimes I’ll be wearing a Loverboy shirt, and they’ll be like, “Kyle, do you mind changing?” I’m like, “Sure.” I don’t want people thinking Bravo’s in cahoots with us. We have to be cognizant of it. This isn’t a show about Loverboy; it’s a show about a group of friends.
Batula: I think it’s a mix of both. We’ve always wanted it to become a lifestyle brand. We wanted it to be more than just our teas, and we created a family. People have gone absolutely crazy for the merch. I love sweats, so I’ve been creating stuff for me that I want to wear and it’s really resonated with our customers.
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