Top Selling Teenage Magazine Teams Up With High Street Store

Attic Futura’s Sugar magazine has signed an agreement with retailers Debenhams PLC to create fashion outlets with the Sugar brand within high street stores. Sugar is aimed at the 12-17 year-old girls market and despite losses, topped the ABCs for the teen market last year with a circulation of around 430,000.

Under the new agreement “Sugar Lifestyle Environments” will be created in 40 Debenhams stores over the next 3 months. These will offer clothes designed to “mix and match” from a core selection of 12 items, recreating the Pick ‘N’ Mix section which features in the magazine. Accessories will also be available, with the in-store collection changing every 4-6 weeks.

“Sales of Sugar related merchandise has really taken off.” says Sugar publisher Clare James. The complete range now includes stationery, books, makeup accessories, underwear, swimwear and watches.”

The launch will include features and editorial within the magazine and a spread within Debenhams’ magazine. Debenhams Direct, the joint venture mail order magazine produced with Freemans, may also feature the range in future.

Other media brands which have extended into clothing include Elle magazine and Galaxy radio (see Newsline Brief).

Attic Futura: 020 7636 5115