Dive Brief:
- Lucky Magazine announced Monday that BeachMint will take over all operations in a new venture between the e-commerce platform and magazine publisher Conde Nast.
- The new company, dubbed The Lucky Group, will launch a new e-commerce site early next year.
- BeachMint co-founder Josh Berman will serve as the new CEO of The Lucky Group, with Lucky editor and chief serving as its chief creative officer.
Dive Insight:
This new move by Conde Nast and BeachMint continues to blur the line between content and commerce, as many retailers realize that customers are beginning to demand more from their shopping experiences.
Competing with the likes of Gilt and Net-a-Porter, this new e-commerce platform comes with a unique advantage: While others are looking to spin an editorial viewpoint inspired by their merchandise, The Lucky Group will build the new venture around Lucky magazine's -- self-labeled "The magazine about shopping" -- already established shopping guides and expertise.