Condé Nast’s GQ is wading into e-commerce with an online store for men that it's opening with private sale site Gilt Groupe.
Gilt Groupe’s Park & Bond, an upcoming online retail spin-off for men, will host a GQ online store that will feature items picked by the magazine’s editors. Starting with the September issue, the picks will be marked in the magazine as well as on GQ.com, which will send shoppers to the e-commerce site.
Magazines have been increasingly dabbling in licensing deals, retailing, and other brand extensions to diversify their core print business, which is growing slowly at best. Sibling pubs Vogue and Condé Nast Traveler may have paved the way for GQ with their own promotional partnerships with Gilt Groupe, although the GQ online store is the most extensive of Gilt Groupe's magazine deals.
GQ editor-in-chief Jim Nelson said the Gilt partnership is a natural one for the magazine: “Our readers have always shopped from our pages. We’re just making it easier for them.”
Financial details of the deal weren’t provided.
Park & Bond is set to launch in late summer with products from roughly 80 brands including Alexander McQueen, Isaia, and Paul Smith.