Makes Its Debut Today

by Alexandra Ilyashov

There’s been six months of speculation about what Lucky‘s new e-comm standalone site would look like since the shopping glossy was spun off by Conde Nast into The Lucky Group, a new venture with BeachMint. The site,, has finally arrived. On tap for the blend of e-comm and edit content? Around 1,000 products from approximately 200 brands (Eva Chen recently told The Daily that they scored roughly 150 of those brands in the first 150 days of crafting

“It’s been an incredible adventure learning about retail, and building an e-commerce site fueled by an editorial point of view,” Chen told us recently of working on

C0ntent is woven into the mix of editor- and buyer-selected products on offer. In addition to its masthead of eds, The Lucky Group has a general merchandising manager situated in L.A. to help with curating its products; much of the very bicoastal company’s tech team is based in L.A. as well. Some of the merch is offered through digital “shop-in-shops” on the site from the likes of Barneys New York and Topshop, meaning order fulfillment is done by the retailer though items can be paid for on’s site. Stay tuned for much more on The Lucky Group and in The Daily in print during NYFW.

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