Grazia purchases London-Boutiques.com with launch of its own marketplace in view

By

Anaïs Lerévérend

Published
May 27, 2014

Mondadori is implementing plans for a foray into e-commerce. The Italian media group, which includes the magazine Grazia, has just acquired an online shopping site. In view of the upcoming launch of GraziaShop.com, a new marketplace for its flagship magazine, the group has just laid claim to the British online fashion marketplace London Boutiques.com.

In launching an international e-commerce platform for the women’s magazine published in 23 countries, Mondadori will be relying on the young London site, which shares the same marketplace format as that of Grazia’s future international e-shop.

The idea behind London-Boutiques.com is to represent London’s sense of style by acting as a dealer for a selection of women’s multibrand stores in the British capital. It’s an idea that Mondadori wants to extend to the best French and Italian boutiques in a second phase. For Ernest Mauri, the chief executive of the Italian group, it makes sense that the "development plan starts from London, the biggest European market for e-commerce fashion.”

Mondadori will soon present an outline of GraziaShop.com, which should be launched as early as September. The Italian group hopes to attract Grazia’s community of 17 million readers and 14 million unique users per month to the new marketplace.