Love them or hate them, Chip Gaines and Joanna Gaines are everywhere.

They became HGTV’s golden goose with their wildly popular series, Fixer Upper, over a decade ago and have since gone on to masterfully scale up a huge lifestyle empire with their brand, Magnolia.

After five seasons and multiple spin-offs, the couple continue to dominate television screens and now have their own channel, Magnolia Network, to play with.

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While they have also found huge success in the lifestyle and homeware space with Magnolia, there is a ‘catastrophic danger’ their brand could ‘suddenly implode.’

Speaking exclusively to Daily Mail, reputation expert Eric Schiffer argues that for now, their polarization is a cash cow and has worked in their favor.

But he warns that the pair walk a fine line and run the risk of turning off their fans – especially if they grow tired of seeing them all over their television screens and in supermarket aisles.

With their latest Fixer Upper spin-off just weeks away from premiering on HGTV, Magnolia Network, HBO Max, and Discovery Plus, he said: ‘Love-or-hate is octane, and polarization turns Fixer Upper into appointment TV and Magnolia into a short-term heat-seeking crazy cash machine.

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‘Polarized brands get free rent in America’s brain for a time. Haters write the marketing copy for you since each dunk thread is an unpaid billboard of venom. Bland brands die quietly but loved-and-loathed brands scale loudly.

‘But hate-follow economies are fickle and when schadenfreude dries up, so can the cash. And confusing attention for affection is how lifestyle empires can suddenly implode.’

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Chip, 51, and Joanna, 47, are based out of Waco, Texas, where they raised their five children.

The couple, who wed in 2003, live in a sprawling farmhouse which they purchased in 2012.

They have spent years capturing their renovations for their wildly popular Fixer Upper series, showing off the highs and lows of building their dream home.

But why have Chip and Joanna become so divisive?

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In July, they faced criticism when it was revealed a gay couple had been cast on their reality showBack to the Frontier, a series that followed three families as they were forced to live without access to modern technology, electricity, or running water for eight weeks.

At the time, conservative Christians expressed outrage that Texas based couple Jason and Joe Hanna-Riggs were invited to participate.

Chip responded to the controversy and posted on X: ‘Talk, ask questions, listen… maybe even learn.’

He continued: ‘Too much to ask of modern American Christian culture. Judge first, understand later/never. It’s a sad Sunday when “non believers” have never been confronted with hate or vitriol until they are introduced to a modern American Christian.’

Chip and Joanna ran the risk of igniting further backlash from anti-nepo baby warriors in October when it was revealed their eldest daughter Ella, 19, is set to play an integral role in their new series Fixer Upper: Colorado Mountain House.

According to Eric, Chip and Joanna’s sickly-sweet personas and their seemingly happy marriage has become a turn off for some.

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‘They’re wholesome in a snark infested economy where too much niceness triggers disgust,’ he said.

‘Their marriage is a device, romantics swoon, and cynics spew hate – but ratings ratchet higher. Haters do the heavy lifting and as a result, every drag post is a click-filled gift basket.’

Over the last 15 years, Chip and Joanna have built an empire across television, property, and the homeware space.

While they initially became household names after co-hosting their home renovation show, Fixer Upper, which premiered on HGTV in 2013, they had been working hard at establishing themselves long before this.

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Before they made their debut on HGTV, they were the proud owners of an 1,800 square foot home décor shop, which they opened in 2003.

Nowadays, they have six boutique-style shops in Waco, Texas, which stock full home décor and kitchen collections, branded souvenirs, and hosting essentials.

And in 2007, they started Magnolia Realty, a full-service brokerage which helps buyers throughout the buying and selling journey.

Beginning with just one market in Waco, they have since expanded to across the state of Texas.

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In 2020, the couple partnered with Warner Bros. Discovery and Max to launch the Magnolia Network, a new channel which replaced the DIY Network which they oversee.

The Magnolia Network features numerous original series curated by the duo. It is home to all seasons of Fixer Upper and its subsequent spin-offs, as well as Joanna’s cooking show Magnolia Table with Joanna Gaines.

In October, Joanna expanded their empire and launched her very own line of frozen food, Magnolia Table, in Target.

The supermarket giant now stocks her frozen sugar cookies, banana bread, buttermilk biscuits and classic cinnamon rolls.

Eric noted that the couple are no longer just HGTV stars, but rather a ‘portfolio.’

‘When the grocery aisle recognizes your signature, their brand added zeros to their net worth since relevance wins,’ he said of the frozen line, Magnolia Table.

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However, he added that this expansion does come with a risk.

‘If you can dominate shelves and screens, do it. But, when every room of the house has your logo, there is a catastrophic danger that fatigue moves in, and brand damage goes kaboom.’

Additionally, Joanna has also raised eyebrows for appearing to emulate the success of world-famous homemaker Martha Stewart, who has numerous cooking, gardening, and hosting shows to her name, is a best-selling author of 99 books, and is the owner of the multi-channel lifestyle company Metha Stewart Living Omnimedia.

Addressing viewer comparisons, Eric noted that that while Joanna can follow the Martha blueprint, he warned that she should ensure to put her own spin on things.

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He said: ‘Joanna must build a modern Martha with Texas soul. And her strategy already annexes the part of the map Martha doesn’t patrol.

‘Joanna should not be boneheaded by borrowing too much or she’ll look like a brand ripoff artist. If she goes too far the internet will slam her for being a third-rate failed Martha wannabe.

‘Culinary lanes judge hard and if the frozen line underwhelms, the knives come out in search of a brutal bloodbath.’

For now, it seems as though Chip and Joanna are unstoppable.

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Their latest series, Fixer Upper: Colorado Mountain House, is set to premiere on December 9 and will mark the first-ever Fixer Upper project outside their home state of Texas.

Should this series mirror the success of previous seasons, it’s no doubt that they will continue long into the future with even bigger renovations – and that’s just the TV side of things.