‘Martha Stewart Weddings’ Expands Gilt Partnership

Arrangement marries product, content

It's spring, which can only mean one thing: It’s wedding season. Gilt Groupe is tying the knot with Martha Stewart Weddings on its semi-annual bridal sale, which runs across all of Gilt's properties from Gilt Taste to Gilt Home starting today. It’s the second bridal sale that Weddings has been involved with—the first was in 2010—and marks a major expansion in their relationship.

This time around, in addition to curating items for the sale, Weddings is providing editorial content, hosting a Facebook chat with editor in chief Elizabeth Graves and assistant fashion market editor Carrie Goldberg, and offering brides-to-be a chance to spend a day with the magazine’s staff in New York City. “Gilt is adding more editorial content, so we wanted to build on that,” said Graves.

Apart from promoting the Weddings brand, Graves hopes to leverage her editors’ expertise beyond just party planning. “What I really wanted to do this time is include voices from our style department. I think this will introduce people to our fashion aesthetic a lot more,” said Graves.

In the meantime, Weddings has been busy expanding its digital footprint: MarthaStewartWeddings.com is up 63 percent year over year in monthly unique visitors, helped in part by traffic-driving sites like Pinterest, and in late May, Weddings will make its debut on the iPad with its summer issue.