Magazine opens retail shop stocked with its branded goods, designer collaborations

Monocle_470464920.jpgAugust 22 -(Los Angeles Relaxnews)

London-based lifestyle magazine, Monocle, which covers culture, design and international affairs for a high-end readership, is now also selling a select array of items from fragrance to furniture in its own retail boutiques. This summer, the latest shop to open is in Palma’s Santa Catalina district in Majorca, Spain.

It joins Monocle‘s first shop in London off Marylebone’s High Street and a small 115-square-foot (35 square meters) outlet in the Brentwood section of Los Angeles. Publisher Tyler Brûlé, founder of Wallpaper* and a Financial Times columnist, is expanding the magazine as other publications have faltered in the economy. Future plans could include retail outlets in Toronto, Canada (Brûlé’s home country), Hong Kong, Tokyo, Japan, and possibly other locations.

A key element that sets these shops apart is Monocle’s branded merchandise, reflecting the publication’s design aesthetic (also sold on the website), such as Valextra notebooks, popular Porter luggage, music, stationery – and, of course, the magazine.

Monocle sells limited editions reflecting its chic worldview with items such as Skeppshult’s bicycle from Sweden, a waterproof jacket by Italy’s Aspesi, and Orlebar Brown swimming trunks. Other collaborations include items such as Comme des Garçons’ Hinoki wood candle and a running outfit created by John Smedley.
The “pop-up” shops also carry a special edition of Finnish architect Alvar Aalto’s birchwood stool created 75 years ago and a table by Fritz Hansen of Denmark, marked with the distinctive Monocle logo.

Though not the first publication to go retail – US publication Travel & Leisure is opening stores at airports – but in an effort to “compete in the digital marketplace,” Monocle stores offer another experience with exclusive goods.

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