Old Dogs Learn New Tricks

Gilt Groupe’s New Men’s Site, Park & Bond, Looks Duditor-Approved

parkandb Gilt Groupes New Mens Site, Park & Bond, Looks Duditor Approved

4 Times Square-ready.

Gilt Groupe founder & CEO Kevin Ryan sent out an email this morning announcing the launch of its new men’s fashion site, Park & Bond. Between the luxe offerings ($210 for an embossed Alexander McQueen passport holder, anyone?) the editorial layout and service-y content, the beta site comes across like an e-commerce version of GQ as filtered through the Lucky lens .

That shouldn’t surprise anyone who read Betabeat’s interview with Park & Bond president John Auerbach back in June, in which he explained…err…rather gracefully tried to side-step, the symbiotic relationship between the esteemed editors of Gentleman’s Quarterly and Gilt.  In Betabeat’s eyes the mutual benefits are clear,  Gilt gets some press (literally, P&B will have a page in GQ) and a marquee name to distinguish P&B from the seeming endless parade of new fashion verticals. And GQ, after years of being stymied by Conde’s  web phobia, gets a new revenue stream.

After all, in our article about iPad wunderkind Scott Dadich, a former Conde print editor said, “The biggest shame was that Vogue wasn’t Net-a-porter. That was the missed opportunity of the century.”

As Forbes’ explains:

“To give context to the whole enterprise, Gilt is building on what it started with Gilt MAN’s “Manual” and provide editorial content as well as host a GQ online store that will feature a selection of products handpicked from the pages of the magazine by the editors.  The picks will be designated in the print magazine as well as compiled on GQ.com, so readers can go directly to the GQ online store on P&B to purchase instantly.”

Wondering what they’re saying about this in the Conde Elevator . . .

Follow Nitasha Tiku on Twitter or via RSS. ntiku@observer.com