Gallery Media Group, the digital media firm behind PureWow and a handful of social manufacturers, is taking purpose at luxurious — and has made an acquisition to take action.
The corporate has acquired The Coveteur, which had wound down final 12 months after introducing a rebrand and naming Jenna Lyons editor in chief at massive. Nonetheless, Ryan Harwood, founder and chief govt officer of Gallery Media, sees myriad alternatives throughout the model’s channels.
“It’s the primary actual acquisition we’ve accomplished within the publishing house,” Harwood stated. “I’m involved in including manufacturers which have actual model fairness amongst an viewers, and with Coveteur, there’s a subset of people that it evokes a sure feeling for. It’s not about scale for scale’s sake.”
Phrases of the deal weren’t disclosed. Harwood stated the group had grown its prime line constantly since its 2010 founding.
He’s additionally put a crew in place, ranging from the highest: Religion Xue has been tapped for the editor in chief position; she most lately served as Bustle Digital Group‘s govt magnificence director, and reviews into Gallery’s chief model officer Mary Kate McGrath. Xue has additionally crammed out the crew for digital and vogue editor positions.
“It’s a media model that individuals actually love, and the important thing emphasis is on the phrase ‘model,’” she stated. “You must create a lot extra than simply content material that individuals learn on the positioning.”
Xue will proceed with key verticals throughout “vogue, magnificence, life-style, journey and meals,” she stated, however hold the tone of Coveteur’s first iteration — and even carry again its outdated emblem. “Again within the day, Coveteur was giving individuals entry to this very private facet of celebrities and tastemakers by exhibiting their closets,” she continued. “My imaginative and prescient for the model is to residence in on that intimate really feel so all the pieces we cowl, whether or not it’s vogue week or Frieze, shall be by that lens.”
A few of that shall be commerce-driven, a few of that on social platforms and a few on the web site. “We don’t take into consideration a single channel as extra vital than the opposite. After we take into consideration client consideration and promoting offers, we need to attain customers wherever they discover us,” Harwood stated. That being stated, “I do suppose social and experiential are essentially the most opportunistic areas for progress for the model. No more vital, however the place there’s essentially the most room.”
