Vogue and GQ publisher Condé Nast is nearing the launch of ecommerce site Style.com – a year later than its original planned debut of September 2015.
The site was due to launch in the UK with 200 luxury brands last year but this was postponed. The launch is now scheduled for September. The fashion news and editorial content that was previously hosted on Style.com has moved to a new site, Voguerunway.com, which is part of the US Vogue website.
The site will offer a “curated luxury shopping experience”, both as a standalone website and a shopping overlay on Vogue.co.uk and GQ.co.uk.
The venture is led by former head of ecommerce for French department store group Galeries Lafayette, Franck Zayan, who joined Condé Nast as president of ecommerce in January 2014. It is owned by Condé Nast but operates as a standalone unit under both the US and international divisions of the company, based at offices close to Regent’s Park in London.
Last year Zayan told Drapers the site will operate as a marketplace model whereby Condé Nast will control the whole customer journey through to transaction on the Style.com site. The products will be dispatched directly by brands.
He said the marketplace model is the first phase of the launch. The second phase may include buying and holding stock.
“The marketplace is at the heart of the model, which means if we add an inventory model to the marketplace model it would be in addition, not a transition, so we would have a combination of both,” he said.
In September last year American Vogue editor Anna Wintour and the former head of Apple Europe Pascal Cagni joined the Style.com board of directors.
Wintour said the new venture will “shape the future”, offering a richer editorial experience and giving readers a greater insight into the fashion world.
They joined Condé Nast US chief executive Chuck Townsend, Condé Nast US president Bob Sauerberg, Condé Nast International president Nicholas Coleridge, Jonathan Newhouse and Franck Zayan on the board.