Condé Nast made all the headlines when they announced their $20 million investment in international e-boutique site farfetch this spring. As of this month, Rodale, which publishes Women’s Health, Men’s Health, and Prevention will be making a similar, if quieter, foray into e-commerce.
The eponymous venture, Rodale’s, will offer conscientious design across a range of categories including women’s fashion, food, toys, beauty, and housewares. In keeping with the publisher’s titles, which promote healthy living, the products on the site are all either ethically sourced, sustainable, or recycled. The idea behind the venture is to provide solutions, at the consumer end, that come from a shared mindset as the publisher’s various overall life-improvement titles.
Fashion brands Rodale’s will sell include Melissa Joy Manning (maker of sustainable jewelry), Stewart + Brown, which specializes in high-end but low-impact eco-fashion, and the well-known Eileen Fisher. At this point, though Rodale is promoting the new site across its magazines and online channels, none of the titles’ editorials directly promote the new division. As with Condé’s new venture, it’ll be worth noting, going forward, how that changes and affects what happens in the magazines’ pages.
Rodale’s opens to the public on May 20.