The Grazia magazine group has launched into the retail sector after buying online boutique fashion marketplace London-Boutiques.com.
The Mondadori Group, which owns Grazia International Network, aims to launch a global online platform for the brand, making it one of the first publishers to launch an ecommerce business globally.
It plans to create the Graziashop.com platform later this year and integrate its magazine content with the fashion etailer so readers can purchase items featured in Grazia from international boutiques online.
Mondadori chief executive Ernesto Mauri said: “This acquisition is the first step towards a development plan that starts from London, the biggest European market for ecommerce fashion, and that will soon also include many of the most important trend-setting boutiques in the main cities of Italy and France. The aim is to expand also to the other countries where Grazia is published and beyond.”
Grazia is published in 23 countries across the world and is read by 17 million people.
London-Boutiques.com, which was founded by entrepreneur Tina Lake in 2012, features more than 200 womenswear and lifestyle brands from more than 35 independent retailers. It includes fashion blogs and information about where to go out and what to do in the Capital.