Hearst Luxury Collection announces the forthcoming launch of The Tower: an integrated, contextual e-commerce marketplace made up of four individual stores with one cart, one platform, and shared back-end technology from the groups well-known media brands.
Fashion and retail industry veteran Ken Downing has been appointed Chief Brand Officer, Hearst Luxury Collection Commerce, to oversee the vision, creation, and marketing strategy of the editor-infused digital retail shopping destination. The announcement was made by Hearst Magazines Chief Business Officer, Kristen O’Hara and HLC Senior Vice President and Publishing Director, Carol Smith.
Within a few years, digital will be the dominant channel for luxury purchases. Companies that deliver content, curation and customers to luxury brands will lead this commerce transformation. The Hearst Luxury Collection is poised to do just that. With Ken’s leadership, deep understanding of the luxury consumer and ability to identify trends and items that excite them most will turn our vision for The Tower into a reality.
– Kristen O’Hara, Hearst Magazines Chief Business Officer
We are creating a truly bespoke shopping destination for our audience, one that authentically reflects our rich portfolio of luxury brands.”
– Carol Smith, HLC Senior Vice President and Publishing Director
With over three decades of experience in luxury retailing, Downing will work closely with the editorial teams to create virtual, multi-floor shopping experiences to bring each magazine’s individual DNA to life. Each brand store will live on its brand URL with a distinct point-of-view and design, but shoppers will be able to navigate between brands with cross-pollinated content and top level navigation.
Whether it’s an exclusive bag from an up-and-coming designer featured in ELLE or the best fall trench coat from Esquire, the newly launched e-commerce destination will be the shoppable home of Hearst’s four luxury brands, merging content, commerce and community to create an unprecedented shopping experience.
I am excited to be joining the talented team at Hearst as the architect of this bold, revolutionary shopping platform. Bringing together innovation and unrivaled creativity to a seamless digital retail experience is both thrilling and invigorating. My passion for the customer experience and exceeding the expectations of the luxury shopper through rich, lush storytelling and superlative product selections has defined my career. The Tower brings together everything I have always considered to be the key for creating the ultimate shopping destination. I couldn’t be more thrilled.
– Ken Downing
The first store will debut in Spring 2022 with the remaining three stores launching before the end of 2022.