The website for celebrity title Hello!, hellomagazine.com, has started selling goods direct to consumers after signing a deal with fashion store Yoox.com.
Hello! claims that it will update its store with 4,000 new items every day. The aim, the publisher said, is to offer readers the chance to "get the look and style of their favourite celebrity at the click of a mouse".
The move follows Emap's decision, as revealed in Media Week (27 March), to make e-commerce a central pillar of its digital strategy.
As part of a three-pronged strategy, dubbed "content, community and commerce", Emap will this year launch a store on fashion title Grazia's website.
The publisher intends to follow it up by selling golfing equipment and holidays through Todaysgolfer.co.uk.
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