Vogue publisher Condé Nast will launch a transactional website branded as Style.com in the UK this autumn, offering between 100 and 200 premium and luxury brands.
The fashion news and editorial currently hosted on Style.com will be moved to a new site, Voguerunway.com, which is part of the US Vogue website.
The UK site will be followed by another in the US. Other territories have not been confirmed.
As well as ordering products from the Style.com website, users will be able to order through the websites and digital editions of Condé Nast’s stable of magazines. They will also be able to place orders by scanning in images that appear in printed magazines.
Condé Nast, whose global headquarters is in New York, publishes more than 140 magazines and 120 websites in 29 countries around the world, including Vogue, Vanity Fair and GQ.
The Style.com site will target existing audiences as well as new customers from outside its magazine and website user base with a product range spanning fashion, technology, beauty and travel services. The number of brands is expected to increase as the business expands.
“The audience of our magazines and websites around the globe comes to more than 300 million, a huge base of support with whom we already have an active relationship,” said Condé Nast International chairman and chief executive Jonathan Newhouse.
“Our potential customer base is far higher than any fashion ecommerce business currently operating and will give Style.com an enormous advantage over its competitors.”
Style.com is based at offices close to Regent’s Park in Camden, north London, and is run by its president Franck Zayan, who joined Condé Nast International as president of ecommerce in January 2014.
He was previously internet and ecommerce director at French department store group Galeries Lafayette from June 2011 to December 2013.
Zayan said: “The signed contracts are starting to come in. Every week we sign up another five to 10 brands, and the momentum is increasing.”
“Fashion companies and other upscale brands understand the authority of our magazines and websites, and their unique ability to connect them to potential buyers. Style.com will take these relationships to a new level, taking advantage of our existing customer database.”
Style.com is owned by Condé Nast but will operate as a standalone unit under both the US and international divisions of the company.