Lucky Magazine joining with e-commerce site BeachMint

Set to launch in early 2015, The Lucky Group will feature Lucky’s tone of voice and aesthetic, with current Lucky editor Eva Chen operating as Chief Creative Officer. BeachMint‘s Josh Berman will join as CEO, bringing the site’s e-commerce operations on board, in a move designed to respond to a market that is increasingly hungry for shoppable content.  

“I’m excited to bring our editorial expertise and voice to a new platform that will inspire Lucky Girls everywhere to express their personal style and, of course, shop!” said Chen, promising a mix of print, digital and mobile content.

An established title, Lucky has seen a recent boost in popularity under social media maven and former Teen Vogue editor Chen, who was appointed in April 2013 by Anna Wintour, Condé Nast’s artistic director. Wintour will also serve as an advisor on the new project.

“This move reflects our belief in the strength of the Lucky brand, voice and vision under Eva and Gillian’s leadership,” explained Robert A. Sauerberg, Condé Nast president. “By adding an e-commerce component to Lucky, we’re fulfilling the brand promise-to create the ultimate shopping resource and provide advertisers with the ability to truly integrate at every point within the customer journey.”

So put simply, consumers can expect an online mix of shoppable content, advertising and features as well as pure e-commerce offers. Consider this Condé Nast’s first major move in the area, testing out a permanent shoppable content mix for the first time with one of its big brand-name titles.

If it’s a success, expect to see similar moves for some more major Condé Nast names, as the publishing giant seeks to mirror the success of Net-à-Porter’s recent move from e-commerce into print, with the launch of Porter Magazine earlier this year, and the established content creation teams built into both the main site and the Mr Porter menswear portal.