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Condé Nast plans to transform Style.com into a global e-commerce site, Business of Fashion exclusively reports. The site's current fashion news and runway reports will be migrated over to Vogue this fall for a site called voguerunway.com.
Condé Nast's e-commerce venture has been a long time in the making, and this move to fold Style.com into Vogue.com was foreshadowed with a restructuring in November that saw Style.com EIC Dirk Standen reporting to Vogue EIC Anna Wintour. Chairman and chief executive of Condé Nast International Jonathan Newhouse told BoF: "In some ways [Style.com] duplicated and overlapped the vision of Vogue.com in the US and it was decided that this was really a great brand name for what we want to do with e-commerce." He continued, "Even if Style.com hadn’t already existed it would be a great name."
BoF reports that the e-commerce site will launch first in the UK this fall, and then roll out in the US in 2016 with other markets to follow. Condé Nast will invest over $100 million in the new site over the next two to three years. When the site launches, it will carry 100 to 200 brands with a focus on luxury fashion but also tech, beauty, and gifts. Products will reflect Condé Nast magazines like Vanity Fair, Glamour, GQ, Condé Nast Traveler, and Wired.