REFINED OFFER: Digital lifestyle media company Refinery29 has made its way across the pond with a U.K. version that will launch on Monday. Refinery29.uk will cater to a British audience with original content featuring news, beauty, entertainment, health and lifestyle.
It will also offer a selection of daily stories from Refinery29.com, which has more than 25 million monthly unique visitors.
The site will launch with stories on figures such as the British DJ and fashion fan Nick Grimshaw and the women who inspire him, and the model Malaika Firth on racism in the industry and abortion rights in Ireland. The British model Daisy Lowe and WAH Nails founder Sharmadean Reid will be contributors.
The headquarters will be in east London, and vice president of international Kate Ward has made 11 editorial hires. Sarah Raphael has been named U.K. editor. Previously acting editor of i-D, she will oversee content strategy. Additional hires include features editor Gillian Orr; fashion editor Alice Casely-Hayford; associate editor Amelia Abraham; director of branded content Kirsty Hathaway, and visual editor Anna Jay.
“As one of the creative centers of the world, the U.K. is a key audience for Refinery29,” said Philippe von Borries, cofounder and co-chief executive officer. “By launching a dedicated U.K. platform, we are expanding our global network of cultural leaders with content that will serve and represent our U.K. audience and continue to inspire women worldwide.”
The U.K. commercial team will be working closely with the ad team in the U.S. The launch is a part of Refinery29’s global expansion strategy, and the site has further plans to roll out in France and Germany next year.