Allure’s owner’s Conde Nast, announced they are opening an experimental store, that will include an assortment of beauty products curated for Allure’s readership.
This may be considered a strange move by Conde Nast, give the pandemic we find ourselves in. However, they are pushing ahead through a licensing partnership with STÔUR Group.
The retail concept will be opened on New York City’s Lafayette Street later this year and will offer shoppers a 360-degree immersive retail experience.
The reason for the store?
Allure celebrate’s its 30th birthday this year. What’s more impressive, however, is that they have consistently brought in more traffic than the year previous.
The publication believe’s this reflect’s consumer reliance on the insights and product recommendations from beauty experts they trust. Meaning they have found another way to monetise their 25 million readership.
“The Allure audience has shown that it’s intensely loyal and trusts our expertise—something we are so grateful for. We’re thrilled that the Allure Store provides us with the opportunity to really connect with them, and to truly bring the brand to life,” said Michelle Lee, Allure’s Editor in Chief.
“This space will allow us to introduce our brand to new beauty enthusiasts and expand the Allure family.”
This isn’t the first time a magazine has attempted to open a retail space. Marie Claire opened Fabled on London’s Tottenham Court Road, it was later sold to Next and then closed down.
Allure may find it has a very different experience however. Their partnership with The STÔUR Group, is a good start. The Group specialises in bringing online destinations offline into physical retail.
Additionally, Allure readers really trust them. So much so, the Allure Best of Beauty seal generates $82 million in revenue for the brands that receive the award each year.
However, we can’t make many predictions just yet. It will be exciting to see how they convert their online audience into a physical one.
Photos courtesy of Allure
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