Dennis Publishing’s newsmagazine The Week is taking a page from sibling title Mental Floss’ playbook and delving into e-commerce. Today, The Week is launching an online store where readers can buy gifts like branded coffee mugs, books and desk accessories.
The store is modeled after the e-commerce template created by bimonthly magazine Mental Floss, which has had success with its online retail division, selling quirky tees and other fun, giftable items. Since Dennis acquired Mental Floss back in 2011, its e-commerce division has doubled, according to the company, and is now a seven-figure business that contributes 25 percent of the brand’s revenue.
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