It’s not every day Condé Nast just up and cuts ties with their magazines, but this seems like it’s been a long time coming. With speculation flying for years that Lucky magazine was floundering and would either be scrapped completely or moved online, it looks like we’re finally getting our answers. While the glossy won’t fold entirely, it is being moved to Condé Nast’s independent publishing site that will launch in Spring of next year. The merge will pull BeachMint, JewelMint and StyleMint under the Lucky umbrella and be renamed The Lucky Group. As there are rumors that BeachMint and its partners are also hanging by a thread, we have to wonder if Condé Nast is simply going to play musical chairs with the glossy until it either sinks or swims.
This year’s advertising numbers were not looking too great either. For the massive September issue Vogue sold a totally of 631 pages while Lucky sold a dismal 90. Despite less-than-pleasing sales numbers the magazine will continue to run in print with a total of 10 issues per year and an online platform that will allow for more interaction and up-to-date information. “I'm excited to bring our editorial expertise and voice to a new platform that will inspire Lucky Girls everywhere to express their personal style and, of course, shop!” Eva Chen said in a statement. Chen, Lucky’s current Editor-in-Chief, will move into the position of Chief Creative Officer and The Lucky Group General Manager. BeachMint's Josh Berman will become CEO of the new brand while Condé Nast’s Anna Wintour will serve as advisor.