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Beachmint Consolidating Properties Ahead of Lucky Launch

Photo: Intimint
Photo: Intimint

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Intimint just notified email subscribers that it is being folded into Stylemint in what is possibly a move to consolidate the Beachmint properties ahead of Lucky's new venture into e-commerce next spring. This is one more step in the direction of bringing the two properties together—earlier this month, Beachmint properties were pushing Lucky email subscriptions during member signups and offering deals on Lucky magazine subscriptions.

Update: The Lucky Group has confirmed that the consolidation is reflective of the new venture: "The transition really goes to show a desire to be super focused on The Lucky Group's strategic objectives," the company told Racked in an email. "StyleMint already houses a broader range of cross-category product, so it really made sense to make this transition and treat StyleMint as a hub for additional categories."
· Lucky's New Online Shop Will Debut This Spring [Racked]
· Lucky Spin-Off Underscores Condé Nast's Tech Weaknesses [Racked]