Times seeks to cash in on China prosperity with Mandarin translation for Luxx supplement

The Times is expanding its six times a year Luxury lifestyle magazine Luxx by translating it into Mandarin Chinese and distributing it at selected luxury hotels and airport business lounges.

The move to cash-in on rich Chinese visiting the UK comes as News International recruits Peter Howarth as brand director for the title.

Here’s the press release in full:

News International today announces its commercial and editorial plans to expand Luxx, The Times’ luxury lifestyle magazine. Peter Howarth joins News International’s commercial team as brand director. In addition the upcoming July issue will, for the first time, also be published in Mandarin.

The appointment is part of NI’s commitment to the luxury sector with Howarth key in helping drive the growth and success of the supplement, published six times a year in the Saturday edition of The Times.

The debut Mandarin version will be published alongside the regular English edition on July 28 with distribution in selected top-end hotels as well as the first-class and business lounges of UK airports. The Times iPad edition will also feature Luxx magazine in both languages.

Nicola Jeal, Saturday editor, The Times said: “Luxx celebrates ambition and creativity in style and design and the optimism and energy in these fields means it’s a great time to be able to expand our vision for Luxx. Publishing in Mandarin is an incredibly exciting departure for The Times and one we hope to continue.”

Dominic Carter, commercial director, News International said: ‘Luxx has been a successful magazine since launch – it’s a proven route for reaching high net-worth audiences with a keen interest in stylish and luxurious goods. By expanding our offering we’re enabling advertisers to better showcase their brands and reach their target audience. We are looking forward to working with Peter Howarth, a renowned expert in the international luxury market.”

Luxx, edited by Sacha Bonsor, is a large-format glossy magazine for readers who seek inspirational reporting on style, women’s and men’s fashion, luxury goods, travel and design, within the growing global market. Lavishly produced, it combines photography from David Bailey, Nick Knight, and Lorenzo Agius with a column from Sarah Mower and features from award-winning Times journalists. Luxx currently appears six times a year in the Saturday edition of The Times.