LONDON BOUND: Six years after its launch, DoitinParis.com is crossing the channel. The lifestyle Web site for fashionable Parisians (and those who wish they were) launched by Véronique Constantinoff, former fashion editor in chief for Atmospheres magazine and onetime style consultant for Le Bon Marché, has set its sights — and whimsical, Left Bank style — on London.
“London is extremely dynamic with new places opening constantly and there are many bridges between Paris and London,” Constantinoff said. “Young Parisian women between 25-35 — the core of Do It in Paris readership — go to London all the time,” Constantinoff added. In addition, Do It in London — that is both in French and English like Do It in Paris — targets expatriates and young Londoner professionals alike.
Sections include one food and drink, fashion and beauty, and neighborhoods. Features include four trendy concept stores, the five best teatime places in London, or Celestine Eleven, the fit girls’ concept store.
Within its first month, the Do It in London Web site drew 9,000 subscriptions to its newsletter. Do It in Paris’ newsletters have 170,000 subscribers and the Web site counts 220,000 monthly unique visitors, with Facebook becoming one of the biggest drivers, according to Constantinoff.
Run by twelve full-time staffers, the Do It in Paris site generates a turnover of 380,000 euros, or $432,881 at current exchange, mainly generated by advertising and commissions from online partnerships. Constantinoff hopes the London site will help boost the total turnover to around 700,000 euros or $ 797,412 by 2016.
Funded by its founder and private investors including Olivier Dassault, Do It in Paris counts Hermès Parfums, Dior Beauté and Piaget among its advertisers and Do It in London’s advertisers include Birchbox.
Down the road, Constantinoff would like to launch Do It in New York.
Sixty percent of My Little Paris, another Parisian lifestyle Web site was acquired in 2013 by Aufeminin.com, part of Axel Springer, with future plans to acquire the rest of the company and to expand internationally.