16 March - 24 April 2020

Our online festival is underway with a packed programme of interviews and panels. Featuring talks from the industry’s biggest brands and most innovative individuals, this event explores what digital transformation really means for marketing.

Coming Up
3 Apr 09:00 GMT / 05:00 EST

The Drum 2020 Predictions breakfast


Speakers to be announced

Refinery29 to diversify revenue as IMG steps up to barter consumer product deals

Refinery 29 partners with IMG

Refinery29, the female-orientated media brand, is to diversify its revenue stream by courting licensing deals from manufacturers.

It will work with IMG to help deliver these new deals, its first-ever global licensing partner. On the table are opportunities in health and beauty; apparel and accessories; office; and home, bedding and décor.

The brand hopes that some of its 425 million users will be attracted to new lines carrying its branding.

Sarah Personette, chief operating officer of Refinery29, explained: “We are excited to expand our direct to consumer business to forge deeper connections with our audience and create additional opportunities to better serve her across a variety of categories.

“IMG’s proven ability to license premium content with relevance and scale will further drive awareness of Refinery29 as a discovery platform for consumers and brands.”

Merchandise will sit as an alternative revenue stream, alongside its events branch 29Rooms which has sold nearly 75,000 tickets since 2015.

Research from the site claims that half of users trust brands featured on Refinery29. More than half have purchased goods they first saw on Refinery29.

It also monetises off the back of brand partnerships like the sneaker project it ran with Adidas last year.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.