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Today, media giant Condé Nast announced The Lucky Group, which combines e-commerce startup BeachMint and Lucky Magazine. The convergence of these two entities will hopefully help Lucky regain relevance and ad dollars.

Early on, Lucky Magazine was the go-to glossy for gals seeking findable fashion. Part catalog, part magazine, the publication almost exclusively showcased clothing with captioned prices and store details. Think Refinery29 before Refinery29.

Despite the magazine’s strong connection to sales and advertising, it has struggled in recent years to pay the bills, and publisher Condé Nast has failed to connect the magazine to the digital shopping world it was obviously made for.

To remedy all that, Condé Nast is turning Lucky over to BeachMint, an e-commerce site. The group will run as a wholly independent entity.

BeachMint’s CEO Josh Berman will head up the group, with Eva Chen as chief creative officer and Gillian Gorman Round as president. “By deploying [BeachMint’s] resources and shifting the focus of our staff to primarily support a commerce platform for Lucky, we will quickly be able to bring to market a best-in-class shopping destination that delivers enhanced opportunities for advertisers and retail partners, and a unique shopping experience for consumers,” Berman said in the release.

Last year Pando Daily, reported that BeachMint was imploding, which the company denied outright. The scandal surrounding BeachMint dissipated shortly thereafter.

If BeachMint really has found a reliable way to build revenue with its many e-commerce sites, then the company may provide the assistance Lucky Magazine needs to join the 21st century.

Via: Fashionista.


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