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LuckyShops.com has officially been wiped from the internet. As of last week, LuckyShops.com started redirecting to Glamour.com, along with all of the Lucky Group's Beachmint properties: Stylemint.com, Jewelmint.com, Intimint.com, and Shoemint.com.
The redirect to Glamour.com opens with a message to readers that the LuckyShops.com stories aren't available anymore, and instead instructs them towards the Glamour.com homepage. None of the stories that lived on LuckyShops.com seem to have transitioned to Glamour's site, leaving former Lucky staffers without any easy way to access years of work. Lucky Rewards, Lucky's cash back shopping loyalty program, is apparently still running.
"Fans of Lucky Shops and members of Lucky Rewards can now find the great fashion, style and shopping content they love from the editors of Glamour," a Glamour spokesperson said in an email.
When asked if there was a plan to save LuckyShops' content, the spokesperson said that they'll be selecting some stories from LuckyShops' archives to publish on Glamour.com, although no details were given on when that will happen or by what criteria Glamour will be selecting the articles.
It's the last, lingering nail in the coffin for LuckyShops, which has gone all but defunct in recent months. Last November, the e-commerce part of the site completely shut down after the Lucky Group, led by Josh Berman of Beachmint, couldn't hook any investors to keep the operation up and running. (Calls and emails to Berman requesting comment were not returned.)
The last couple of staffers left on the editorial side were let go in November, but the website kept regularly updating with content produced under a general "Lucky Staffers" byline. Up until January 15th, new posts appeared on the site almost daily under headlines like "4 Steps to Effortless(-Looking) Style" and "The Top 15 Red Carpet Looks from Golden Globe Best Actress Nominees."
As it turns out, the exact same stories were also running on Joyus, a four-year-old startup based out of San Francisco that's trying to crack the code on marrying editorial and e-commerce on a variety of platforms, including shoppable videos. According to a Joyus spokesperson, the company struck a syndication deal with LuckyShops in October 2015 where LuckyShops.com would regularly publish Joyus content on its site.
When LuckyShops all but shut down in November, Joyus kept publishing content on the site, hence the new stories that kept popping up even though LuckyShops no longer had a staff.
Joyus has since acquired the Lucky Group's email subscriber database and has started publishing a weekly newsletter, the Joyus 101, that reaches everyone in its newly expanded subscriber base. The newsletter first started going out last week, on January 18th.
"This deal now offers Joyus the ability to offer more lifestyle content to all of its readers in this new weekly email newsletter and blog," the spokesperson said in an email.
Right before the site vanished from the internet, an article titled "Why LuckyShops and Joyus Are Soulmates" was posted on both LuckyShops.com and Joyus. "We're partnering with Lucky Shops to bring you the latest beauty and lifestyle news, killer fashion roundups, and shopping recs," the post reads.
The Joyus spokesperson confirmed that no one from LuckyShops is still involved with the venture.