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Chip Gaines is half of the success of the Magnolia brand with his wife Joanna being the other half. The power couple has launched the Magnolia Network, a new cable channel focused on lifestyle. Fans remember Chip and Joanna from hosting Fixer Upper where they renovated homes around their hometown of Waco, Texas. As the pair embark on the challenges of creating a brand new network, Chip is dissecting what the meaning behind the brand really means.

Chip Gaines smiles
Chip Gaines | Nathan Congleton/NBC/NBCU Photo Bank via Getty Images

What Chip and Joanna Gaines want fans to get from Magnolia Network

Magnolia Network is a creation by Chip and Joanna with programming curated by them and their sensibilities to what audiences want. The couple got massive success renovating homes around Waco, Texas on Fixer Upper during five seasons of the HGTV show. Chip and Joanna are all about bringing families together and helping them have a positive outlook on life. That’s what they want for their cable channel and Chip is opening up about what they want to convey with the Magnolia brand.

“We want you to come spend your time with us and leave refreshed, encouraged, and really, sincerely feeling like that was time well spent,” Chip said in an interview with Variety. “I learned something, I engaged in a way that I was inspired, [and] I was encouraged. And those are our passions; we want to give that opportunity to anybody who’s willing to spend the time with us. We want that investment to pay dividends…What we do is not ‘Keeping up With the Joneses.’ We’re not trying to create this opportunity for you to compare your lives to our lives. What we’re hoping to do is to light a fire so that you can go out and create the life that you were meant to live. And that’s really, really the bottom line for us.”

Chip and Joanna Gaines smile as they pose for the camera sitting in two chairs
Chip and Joanna Gaines | Cindy Ord/Getty Images for SiriusXM

Chip and Joanna Gaines want to tell good stories

Before Magnolia Network launched on regular cable taking over the DIY Network, programming for the channel was made available on the discovery+ streaming platform. Right from the start, Chip and Joanna’s mission was clear and they both agreed they wanted to “tell good stories” for viewers to watch.

“From the beginning, our aim for Magnolia Network has been to tell good stories. Stories that bring us together, that inspire and encourage us all to try something new. Stories that are told in ways that feel authentic,” Chip and Joanna said in a joint statement. “And while our plan has evolved along the way, our original vision for this network has remained the same: to create a space where people leave feeling like it was time well spent. We’re so excited to finally share these incredible stories with you all – and we’re just getting started!”


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Pushing back the launch of Magnolia Network happened because of the pandemic. Production on the shows had to be halted but in hindsight, Joanna said it couldn’t have been “planned better.”

“It’s January, it’s a new year. Just the message of hope and inspiration from these storytellers and the stories that they’re telling… The world is ready for that kind of beauty to be seen,” Joanna said on Good Morning America.

Magnolia Network is not available on traditional network aside from the discovery+ streaming service.