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Learn more launches with 250 brands

Grazia’s new premium ecommerce platform will launch tomorrow (November 11) selling more than 250 brands, including exclusive items from 10 designers.

The site, which will be run as a separate business to Grazia’s publications but with close editorial ties, will enable consumers to shop the Grazia edit of both British and international womenswear designers as well as leading boutiques, making the trends they are reading about instantly shoppable.

Designers including House of Holland, Antipodium, Nicole Fahri and John Smedley have agreed to sell exclusive items via the site for autumn 14 as part of the launch. These will include a John Smedley capsule collection with prices starting at £130, a Henry Holland bag for £195, an Antipodium bomber jacket for £350, a Nicole Farhi shearling coat collection at £2,000, a D.Efect violet blue coat for £385 and a Richards Radcliffe leather jacket for £750.

Other brands to be sold include Victoria Beckham, Rag & Bone, Goat, Helmut Lang and J Brand. Boutiques signed up to sell their edits via the site include London-based retailers Question Air, Trilogy and Precious and etailer The Editeur. German boutiques are likely to join the site for spring 15, while is also talking to US partners.

The ecommerce site will be heavily focused on linking editorial content that has been specifically compiled for with the products available for sale.

Grazia’s international fashion editors will provide fashion insights via the new platform through a feature called ‘Grazify Yourself’, in which they will create looks and showcase their personal style picks for the season from the ranges available. will also collaborate with fashion blogger and designer Chiara Ferragni, who will feature on the platform’s social media channels and contribute to trend-led articles.

Shoppers will be given the opportunity to create their own collections through a social media campaign called ‘Fashion Stories’, which will enable them to edit their favourite looks, share selfies and create shoppable moodboards using items available through The aim of the feature is to encourage shoppers to inspire one another and shop from other people’s bespoke collections.

The website will operate on a drop-shipping model, with items sent directly from brands and boutiques to consumers worldwide. The international platform will accept sterling, euros and dollars, and a separate Chinese website is expected to be launched in the latter half of next year.

Richard Hatfield, previously director of ecommerce at Coggles, will lead as managing director. Ally Pyle, the former editorial and publishing director at Glam Media, has taken on the role of content director. London Boutique’s retail and operations director Georgie Vere Nicoll is the operations director for

Hatfield told Drapers the site would be able to compete with more established etailers because Grazia’s existing readers already know and trust its edit, while the Fashion Stories feature would “add stickiness to the site that other ecommerce sites don’t have”.

He added Grazia’s reputation for causing products to sell out means fashion labels have been keen to get involved.

Head of new media for the Grazia International Network, Dragana Andjic, added: “ will give shoppers the full experience from inspiration to shopping. The unique selling point is that through the global Grazia edit of pieces from international collections are available on just one website.”

7thingsmedia has been appointed to manage the digital media campaigns from inception for

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