25,000 copies of ’Beauty’ will be published and distributed in-store, with a further 50,000 mailed direct to customers on the Liberty Loyalty customer scheme.

The main focus of the brand will be to drive footfall to its store, along with cross-brand loyalty.

Speaking with The Drum, Madeleine Macey, marketing and communications manager, said they want to offer a physical copy that customers can keep.

“We believe print still has a value to our customer – that special moment when you can pour over great stories and maybe learn something you didn’t know before about a brand or a process,” commented Macey.

“There are no full-on ‘advertorial’ spreads in the premium magazine, and the glossy is operating an invite-only policy around which brands can snap up its ad space. “We only stock the brands we truly believe in, and therefore we only invite people to advertise who we also truly believe in.”

The magazine had been developed with creative communications agency Portas, with content repurposed for Liberty’s own site and pushed across social network platforms.

The first issue features an article on Liberty London’s founders.

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