John Brown Citrus Publishing has beaten a number of US publishers to clinch the contract to launch a magazine for the world famous department store Bloomingdale’s.
B will launch in the US in October, edited by George Epaminondas, a recent contributing editor to Australian Vogue.
The brief is to reflect the aspirations of the 270,000 people who regularly shop at the store and the title will feature articles on fashion as well as travel, health and beauty, interiors, entertaining and celebrity profiles.
The launch is a major step forward for JBCP, which has had a difficult time winning publishing contracts in the US. The much publicised Nike and Ikea accounts came to an end and the business was in need of a big win to boost its profile.
Andrew Hirsch, chief executive of JBCP, and a team in New York began working on the pitch for the Bloomingdale’s contract two years ago. It is hoped the move will now give the company the credibility it needs for further wins.
Hirsch said: “Retail was always the plan in the US. It was the Debenhams account that really transformed our business in the UK – Bloomingdale’s is a fantastic account and I believe it will do the same thing for our business in America.”
The magazine will be mailed to its customers. Copies will also be available in-store and on news-stands in major US cities at $3.95 (£2.40).
By Ruth Addicott