Cosmo plans own shops

NatMags to move magazine brand into the high street in bid to challenge fashion retail chains

Cosmopolitan magazine is looking at extending its brand name into the high street by opening its own stores.

Its publisher, National Magazine Company’s managing director Terry Mansfield, says he envisages a clothes and beauty store which will focus on work-wear and evening-wear for young women to compete against the likes of high street fashion retailers such as Miss Selfridge, Top Shop and Warehouse.

NatMags, which also owns leading monthly glossies such as Good Housekeeping, Harpers & Queen and Esquire, has been a pioneer in developing the brand identities of magazines.

The brand extensions department has developed the Cosmopolitan show and the Harpers & Queen fashion show. House Beautiful has its own range of wall coverings and Good Housekeeping has developed kitchenware and books and CDs.

Its new health and beauty title, Zest, has just launched a masthead programme on satellite and cable television.

There has been much speculation about the launch of a Cosmopolitan branded TV programme. The title, which celebrated its 25th anniversary earlier this year, has become one of the biggest international names in women’s magazines. It recently launched it own fashion Website on the Internet.

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