After a year of preparations, Buro, the luxury media company, has finally announced the launch of its new UK destination for affluent millennials.
The new site, which offers “immersive content” across six themes: Fashion & Style, Beauty, Watches & Jewellery, Success, Culture & Thought and Travel & Experience, has launched with an exclusive video performance from rising English rap superstar Little Simz.
Buro has been talking about launching a dedicated UK site since it opened a head office in London’s Soho last year. The expanded operations take the luxury digital destination’s presence to 11 countries across four continents, including Croatia, Kazakhstan, Malaysia, Mexico, Middle East, Mongolia, Ukraine, Russia, Singapore and Serbia.
Since its inception in 2011, the business has focused on creating a digital destination for luxury stories, and the past year has seen it narrow its focus on the affluent millennial demographic with a renewed interest in bridging the gap between consumers and brands through a “rich and immersive” experience.
“Following our symbolic re-brand of Buro. across our global network last year, expanding our presence to the UK and unveiling our new tech platform and dynamic interface was our next strategic priority. I’m thrilled to bring the brand to the UK with such a highly-engaged global audience, and to expand our speciality in connecting the world’s most coveted brands with the market’s most sought-after demographic – Generation Now,” said Nick Smith, CEO of Buro.Global.
The UK editorial team is led by Lucy Hutchings as managing editor, Natalie Hartley as fashion director; Sophie Beresiner as beauty and style director; Naomi Barling as fashion editor and Phoebe McDowell as beauty editor. These journalists come from some of the UK’s most prestigious media titles, including British Vogue, The Sunday Times, Elle and Porter.
Buro.Global’s digital director, Reena Prashar, commented: “As our brand DNA is to be bold, dynamic, colourful and playful, we’ve empowered the design and editorial teams to execute immersive storytelling as a luxury brand should. We’ve also approached our technology with the same filters, facilitating large-scale video and dynamic imagery, also driving interactivity and an emotional response as users swipe and choose their journey through the platform.”
The UK site, powered by Buro.Global’s proprietary content management system, includes a variety of tech features to provide readers with a clear path to purchase. Smith explained: “New inclusions such as 360-degree product imagery, shareability and the soon-to-launch bookmarking and wishlisting utility functions help drive consideration; shoppable or bookable modules at the end of every feature help deliver our audience to their coveted product, service and experience.”
In addition to a performance from Little Simz, the UK platform has launched with a host of high-profile contributors such as Afua Hirsch, Charlie Teasdale and Olivia Sudjic.