Omnichannel publishing business Are Media has launched two new digital e-commerce marketplaces under The Australian Women's Weekly and Home Beautiful brands, with products to be selected and curated by the brands' editorial teams, based on extensive consumer research.

"No one understands Australian women better than Are Media. Through our stable of 32 brands, we connect to nine in 10 women in Australia every year. They trust our brands and have a close connection to them. We have always played a role in informing and inspiring people, so why wouldn't we go one step further by inspiring an action and igniting intention to buy? It's a very natural evolution of the role that magazines and content have always played," said Are Media Chief Executive Officer, Jane Huxley.

The marketplaces offer a selection of over 14,000 products, with The Australian Women's Weekly focusing on fashion, accessories, jewellery, shoes, homewares, and gifts, while Home Beautiful offers home décor, kitchen, bed and bath, dining, and art prints. These digital marketplaces are part of Are Media's broader content commerce strategy, which also includes affiliate marketing and lead generation partners.

"Our The Australian Women's Weekly and Home Beautiful digital marketplaces are an important part of Are Media's broader content commerce strategy, which also takes in affiliate marketing and lead generation partners. They are brands that our customers have trusted to recommend products for decades. It makes perfect sense that they directly connect consumers to the products and services they want to buy," Huxley said. "We have a clear ambition to make Are Media Australia's leading content commerce company and the new digital marketplaces are an important part of that."

Research for the Home Beautiful marketplace found that 77% of the brand's customers were interested in buying from it, 86% were focused on purchasing homewares and home décor, and 85% said they would spend up to $150.

"The Australian Women's Weekly has been a trusted fashion adviser and friend to women across the country for decades and the launch of the new marketplace is a natural extension of this relationship," said Are Media General Manager, Lifestyle and Food, Nicole Byers. "Nine in 10 of our readers tell us that our editorial teams and brands inform their lifestyle opinions and behaviours. Our editors are seen as leading-edge and trusted experts, by high intention audiences across fashion, beauty and homes. We know our consumers come to us with planning to take action more than anyone else in those categories."

Are Media General Manager, Homes, Lisa Hudson, said the customers had always trusted the publisher's reconditions and could now buy them for themselves. "The marketplace reflects the Home Beautiful brand: premium quality homewares, elegant in style yet accessible in price, contemporary with a classic and coastal aesthetic, appealing to a mainstream audience. Home Beautiful is a trusted authority, and our new marketplace celebrates that."