to adopt e-commerce will soon be home to Condé Nast's new e-commerce business. Previously, the website exclusively featured news and show content.

The first e-commerce platform for the publisher will launch this fall in the U.K. and sell merchandise to consumers that include readers and users of its magazines and websites such as Vogue, Vanity Fair and GQ, reported Vogue. Following the U.K. launch, the site will soon be available in the United States and other countries.

The platform will sell brands active in merchandise segments such as apparel, beauty, travel services and technology.

Current users of will be redirected to will operate as a stand-alone business under the helm of Franck Zayan, previously head of e-commerce for the Galaries Lafayette.

"The audience of our magazines and websites around the globe comes to more than 300 million, a huge base of support with whom we already have an active relationship," said Jonathan Newhouse, chairman and chief executive of Condé Nast International. "It can be considered the top 5 percent of the world's adult population. Our potential customer base is far higher than any fashion e-commerce business currently operating and will give an enormous advantage over its competitors."

Combining editorial content with fashion is a growing trend among online apparel retailers as consumers become increasingly inundated with a wide selection of product options and content to pick from. For example, earlier this month online luxury retailer Moda Operandi unveiled its new website offering shoppers exclusive videos and editorials that highlight various designer collections.

At the start of the year, the Lucky Group, owners of Lucky magazine, launched, a site with shoppable content and a curated assortment of merchandise from designer brands such as Kenzo, Marc by Marc Jacobs, Public School, The Row and Opening Ceremony.

For more:
-See this Vogue article

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