The Hut Group to launch websites with Elle publisher Hearst Magazines

The UK Edit (www.theukedit.com) allows readers to buy from curated range of products chosen by the editors of their favourite magazine which will be delivered within 24 hours.

The website hosts a range of magazine branded stores with the first, including Men’s Health and Digital Spy, launching this week.

Further stores including Cosmopolitan, Handbag and Elle will launch throughout the Spring.

Each store is independently created to reflect the look, tone, content and values of each individual magazine brand. The editor will select products to be highlighted and promoted online just as they do within their reviews in the magazine.

The product and brand range is bespoke to each store covering health, beauty & grooming, accessories, home & garden, fitness, technology & entertainment.

The UK Edit will be run on The Hut Group’s technology including fulfillment, customer care and CRM.

The Hut Group divisional chief executive Richard Chapple said: “This partnership brings a fantastic opportunity for both parties to drive incremental revenues by bringing our assets together. Hearst Magazines UK audiences will benefit from The Hut Group’s expanding portfolio of brands within multiple product categories, with market leading shopping and fulfilment options, while The Hut Group will enjoy increased traffic and volume, driving economies of scale which benefit the whole group.

“What excites me a great deal is the extra insight and data we’ll have as partners to understand shopping and decision making habits of the UK’s most affluent consumers.”

Hearst Magazines UK chief executive Arnaud de Puyfontaine said: “This exciting new shopping concept is part of Hearst Magazines UK‘s overall strategy to propel its digital agenda and develop new ways for its magazine brands to connect with audiences. Providing our audiences with a premium shopping experience based on the advice, trust and expertise of our editors is a natural step for our brands.”