Grazia magazine owner The Mondadori Group is set to launch an e-commerce fashion store under the Grazia name after it acquired fashion site London-Boutiques.com.
The acquisition of the London-based marketplace, which offers clothing and accessories from boutiques in the city, marks the publishing house’s first foray into the fashion retail sector.
"This operation is part of a project for the launch of a global e-commerce platform for the Graziabrand,” announced Ernesto Mauri, CEO of the Mondadori Group.
“A leader among international fashion-oriented magazines for its rapid development and innovative formula, Grazia is now taking a decisive step into digital: this acquisition is the first step towards a development plan that starts from London, the biggest European market for e-commerce 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.”
At the end of the summer The Mondadori Group aims to integrate London Boutiques into a dedicated “Grazia International Network” platform for e-commerce fashion called graziashop.com -a portal that will enable Grazia’s community of 17 million readers and 14 million unique users per month, all female fashion fans, to purchase items put forward by Grazia from international boutiques.