Lucky Gets a New Boss, Promises Expanded E-Commerce Play

Editor-in-Chief Brandon Holley Will Report to General Manager Gillian Gorman Round

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Condé Nast has named a general manager to run both editorial and business operations at Lucky as part of an effort to transform its business model, particularly through an expanded e-commerce effort, the company said today.

Gillian Gorman Round, who had been senior VP-brand development at Condé Nast, was named to the newly created general-manager post atop Lucky. Marcy Bloom, who had been publisher since October 2011, is leaving the company, a Condé Nast spokeswoman said. Editor-in-Chief Brandon Holley, the former Jane magazine and Yahoo Shine editor, will now report to Ms. Round instead of Condé Nast Editorial Director Tom Wallace.

Gillian Gorman Round
Gillian Gorman Round

"Strategically transforming its business model," as the company said Lucky is doing, does not mean any changes for the print edition, a Condé Nast spokeswoman said. But the editorial staff will play a large role in the brand's growing e-commerce initiatives, she said, including a partnership that's yet to be announced.

Ms. Round said she and Ms. Holley will look at ways to evolve the business everywhere that its readers are. "Actual commerce is going to be a very important part of what we do," she said. "There are various routes we can pursue to do that."

Having Ms. Holley report to Ms. Round instead of Mr. Wallace will help the Lucky brand function efficiently, according to Ms. Round. "We are going to be able to keep everything Lucky within Lucky," she said.

Ms. Round reports to Condé Nast President Bob Sauerberg. "We are confident that the introduction of e-commerce will be a powerful addition to the incredible content Brandon Holley and her team have created," Mr. Sauerberg said in a statement.

Magazine publishers have long wanted retail revenue to significantly augment their ad revenue, partly because advertising has become so unreliable. Ad pages fell 8.2% last year across magazines as a whole and 20.3% at Lucky, according to the Publishers Information Bureau.

Lucky actually introduced an e-commerce platform called MyLucky last August, but it only lets visitors buy a small portion of the clothes and accessories that Lucky editors recommend.

Magazines have a mixed record at best in realizing their e-commerce ambitions. Clad, a website from JC Penney and Esquire, closed after only a few months. Details, a Lucky sibling at Condé Nast, tried selling clothes on Net-a-Porter's Mr. Porter, but the relationship lapsed after a year. Other efforts continue but remain relatively small components of publishers' businesses.

Ms. Bloom did not return a call seeking comment on deadline Wednesday afternoon.

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