Condé Nast's new e-commerce site – Style.com – the former fashion journalism site, is shaping up to be a new revelation in e-commerce, as a series of high-profile hires affirm the site's 'content is king' strategy.

Condé has recruited a stream of specialised experts from the fields of media, fashion and technology, including Olivier Breton, formerly in charge of online trading and customer acquisition at Galeries Lafayette, as chief marketing officer, global e-commerce. Melissa Dick, formerly editor of ElleUK.com is the new editorial director of the new business, while Mo White has been hired as chief product officer. White's resume includes previous posts at Net-a-porter Group, where she launched The Outnet and its in-house label Iris & Ink in 2011.

conde nast e commerce

Mo White, chief product officer

conde nast e commerce

Melissa Dick, editorial director

conde nast e commerce

Olivier Breton, chief marketing officer

The soon-to-launch site will be based in the U.K., and the newly assembled A-team of experts will report into Franck Zayan, president of global e-commerce, who has been with Condé Nast since  January 2014. Ready to up the ante on the quality of online content with a personalised skew. 

The goal is to create a wholly new experience for readers and shoppers. This is not a case of the publishing house jumping on the popular band wagon but, aiming to reinvent the e-commerce model, tying in reading and shopping to a new and utterly seamless experience with purchases being made possible through both the online title's sites and the Style.com site.