GQ partnered with the short lived men’s site Park & Bond back when editorial-retail crossover ventures were still a new idea. The magazine went on to sell men’s clothing, temporarily, with Nordstrom, and more recently, they’ve teamed up with Net-a-Porter’s men’s site, Mr Porter, on an effort called GQ Selects.
As it turns out, these partnerships were the proverbial dipped toes for the magazine’s eventual entry into retail. In an effort to establish “viable revenue streams,” GQ is working out the details for multiple ventures that will, ideally, generate more income than ads and sales at the newsstand. Their push spans the lifestyle spectrum. First up, they opened a barber shop at Brooklyn’s Barclays Center last month. Next month, the mag is working with Northern Grade, which specializes in American-made labels, to open a pop-up shop within powerHouse Arena, a Brooklyn bookseller. The shop will be open on March 22 and 23.
All of this might just be practice for something bigger and less temporary. GQ‘s publisher and Vice President, Chris Mitchell, has apparently hinted that a more permanent online or brick-and-mortar retail venture is in the offing for the magazine.
We don’t really expect to see the same kind of thing from, say, Vogue, but that said, which women’s fashion title might be most likely to emulate GQ‘s entrepreneurial spirit? One of them should — given GQ‘s success in the space, it doesn’t seem possible that the effort would be unwelcome.