Refinery29 started out as a fashion blog, but it’s since expanded its vision: It plans to be the go-to source for millennials on the subjects of beauty, travel and points of view on subjects ranging from dieting to news coming from Ferguson, Mo.
It's also a high-growth company. The digital publication has 15 million monthly uniques, according to Google Analytics data as well as its social following. A significant chunk of its traffic comes from what it calls “loyals,” people who visit Refinery29 nine days or more a month; loyals account for 40% of total users. Many of these loyals subscribe to Refinery29’s newsletter, so driving more people to the newsletter is a priority.
The next step for Refinery29 is looking for millennial women across the globe. It plans on opening shop outside the United States in the near future. It’s also expanding its advertiser base. Refinery29’s core of beauty and fashion brands is expanding to travel brands and advertisers like Home Depot, which is pursuing DIY women.
There’s still room for Refinery29 to grow at home, however. The United States has about 40 million millennial women. Refinery29 reaches 15 million of them, according to its visitor statistics, so “there is runway for another 50% growth,” estimated the company's CRO, Melissa Goidel. (more…)