Desmond builds B-team for glossy fashion magazine launch

Richard Desmond is believed to be recruiting a team to work on a new fashion and beauty magazine called B Happy.

The monthly glossy is due to launch in Spring next year and is expected to be based on the US magazine Lucky which sells around 1m.

Billed as America’s first shopping magazine, Lucky has had huge success in the States since its launch in 2000.

Owned by Condé Nast, it has built its reputation with women in their 20s and 30s by highlighting fashion trends, publishing detailed information about each look and covering affordable as well as designer clothes The launch heralds a departure for Desmond who has until now focused on launching celebrity titles New!, Hotstars and Star following the success of OK!.

Staff on B Happy will be based at the in the Lower Thames Street in London with the rest of the magazine portfolio and The Daily Express and Daily Star newspapers.

Desmond has also called on the magazine expertise of Lori Miles, founding editor of Take a Break, who is currently working for Desmond’s publishing empire on a consultancy basis.

Northern & Shell, his magazine publishing arm, said the launch would be backed by a multi-million pound advertising campaign.

The company is believed to have been in negotiations with an editor this week whose name will be confirmed once the contract is sealed.

Lucky’s founding editor in the US is Kim France who was previously editor at large on American music magazine Spin, having previously written for Elle, Mademoiselle and Rolling Stone magazines.

By Ruth Addicott

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