Anna Wintour just keeps building her empire.
Condé Nast and Condé Nast International confirmed Monday that Style.com is being spun into Condé Nast’s soon to launch e-commerce site. Users seeking to access its fashion news and runway coverage will now be directed to Voguerunway.com, part of U.S. Vogue’s Web site.
The news confirms rumors that Style.com would shutter and be folded into Vogue.com. Indeed, the move was a foregone conclusion last November, when Style.com became part of Wintour’s purview and its editor in chief Dirk Standen began reporting to her.
Condé Nast had tried once before to figure out how to grow Style.com’s business, folding it into the-then Fairchild Fashion Group under then chief executive officer Gina Sanders. When Condé Nast sold WWD to Penske Media Corp. last fall, Style.com boomeranged back to Condé Nast and Wintour’s grasp. Condé Nast International has been exploring a strategy to break into e-commerce with its various brands as it has watched Net-a-Porter Group grab a big piece of the luxury fashion e-commerce pie and introduce a glossy magazine of its own, Porter, to generate advertising revenue.
Of the new Style.com e-commerce site, Condé Nast said it will debut in the U.K. this fall, with the U.S. and other major global markets to follow. As part of the venture, readers of Condé Nast titles will be able to order merchandize digitally from the publisher’s branded Web sites and apps, and be able to order directly from Style.com.
The new e-commerce venture will be operated as a standalone unit under the “joint supervision of the U.S. and International divisions,” Condé Nast said.