BON APP’S SECRET PARTNER: Bon Appétit may be getting back into the game of e-commerce, following a somewhat unremarkable partnership with HSN under which the magazine sold kitchenware on the TV shopping network. That deal, which was launched in 2012, quietly fizzled at the end of 2013, which had Bon App back on the prowl for another gig.
Apparently the magazine has found just that — and it appears its newest deal will be with Amazon.
This story first appeared in the March 31, 2014 issue of WWD. Subscribe Today.
According to an invitation obtained by WWD, Bon App vice president and publisher Pamela Drucker Mann will host a breakfast on Tuesday with April Lane, the head of marketing for AmazonFresh, the Web giant’s food site, which is a kind of riff on FreshDirect. AmazonFresh, which is currently available only in Los Angeles, Seattle and San Francisco, boasts same-day delivery of fresh, locally grown produce and other foods. There is speculation that AmazonFresh is readying to expand to other markets, including New York.
The seated breakfast, which will take place at the Refinery Hotel Rooftop in New York, is essentially a presentation on the “unique new partnership” between the two companies, according to the invitation. Everyone attending the breakfast will have to sign non-disclosure agreements.
The Amazon partnership would fill the e-commerce void left from HSN. According to sources, that deal wasn’t a great fit for Bon App. The agreement was in place before current editor in chief Adam Rapoport took the magazine’s helm, the sources pointed out, and it was hard for Bon App, which helped choose and design the wares, to control the quality of products manufactured by HSN.
Bon App’s other brand extensions include an ongoing partnership with Spotify to create music playlists from top chefs, as well as a content-based deal with OpenTable around the magazine’s “Feast or Fashion” event.