'Lucky' magazine launches e-commerce site

The Lucky Group, owners of Lucky magazine, announced an e-commerce platform that combines the publication's print and digital style content with shoppable content.

LuckyShops.com is a curated assortment of merchandise from designers such as Kenzo, Marc by Marc Jacobs, Public School, The Row and Opening Ceremony.

The platform integrates opportunities for advertising and retail partners to showcase themselves in an omnichannel experience across print, digital, mobile and e-commerce.

"LuckyShops.com combines the constantly-updating feed of news stories, designer profiles and engaging essays you've come to expect from our digital team with the thrill of the hunt, a.k.a. shopping the best pieces from your most-loved brands right on our site," said Eva Chen, editor in chief of Lucky.

Lucky readers buy 70 percent more product during one year than the readers of other women's magazines, according to the publication. Lucky was conceived as a "magalog," a hybrid magazine and catalog designed to encourage buying from its pages.

"By controlling our own technology as well as our own data, we're able to service the customer and advertising partners from end to end. Many women will come to LuckyShops.com simply to consume content, but they will also have the ability and the option to complete their shopping journey by making a purchase," said Gillian Gorman Round, president of The Lucky Group.

Lucky has been preparing to implement a commerce platform since its takeover by e-commerce company BeachMint last summer.

The Lucky Group joins a host of other publishing companies that are trying to monetize content in the retail space. In 2011, JCPenney rebranded its bridal jewelry line, Modern Bride, through a collaboration with the former Conde Nast magazine. And last summer, Hearst's Seventeen Magazine launched an exclusive branded collection in 450 Sears (NASDAQ:SHLD) stores.

For more:
-See this Lucky Group press release

Related stories:
E-commerce platform BeachMint takes over 'Lucky'
JCPenney branding in-store salons
Sears woos teens with exclusive 'Seventeen' collection
Nordstrom brings social shopping in store with video walls
The convergence of social media and online retail is about relationships

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