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One Kings Lane to develop 'Domino'-style editorial

Posted on Tuesday, January 18, 2011.

Yesterday, One Kings Lane acquired publishing design firm Helicopter as part of an effort to develop and expand its editorial content.

Best known for launching Domino magazine, Helicopter's clients have included major publishing companies such as Condé Nast, Time, Hachette, Hearst and it was responsible for the redesign of WSJ magazine.

OKL's new original content will include stories on home decorating, interior design, gifts, entertaining and more.

"We are excited to take the concept we helped develop at Domino, which combined an accessible tone with a broad array of ideas-all anchored to achievable, buyable product-and take it to a whole new level as part of One Kings Lane.  Consumers, inspired by the content, will be able to shop with a sense of context and feel confident in their buying decisions because they've been given a back story or expert advice," said Helicopter Co-founder Josh Liberson.



Example of current editorial feature on OKL.

"We envision the future of e-commerce as the convergence of retail, media and technology, and our acquisition of Helicopter positions us at the forefront of the industry," said Doug Mack, CEO, One Kings Lane. "While already tremendously successful, One Kings Lane is poised for dramatic growth as we engage our members with the depth of information they increasingly seek when making purchases of exceptional products, sight unseen."

Since 2009, OLK's revenue has grown 500%, and another 60% within a three month period, according to a report, and more than 50% of customers make repeat purchases.