Portable Presents Refinery 29

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Philippe von Borries, founder of REFINERY29 and style director Piera Gelardi will make appearances in Sydney, Melbourne and Brisbane throughout March and will share their thoughts on fashion-based social media, trends in online retail and new directions in fashion reporting and business. Their experience, ideas and inspiration will not only inform but will most likely provoke new businesses and change in Australia.

The Portable Presents Series delivers international leaders in digital and online businesses to Australia. Each series follows trends and those leaders that create them across areas as diverse as television, music, fashion, education and politics. In intimate and open conversation, these events help to share strategies and foster innovation and risk taking in media ventures throughout the region.

Refinery29.com is an online destination for discovering the newest and best in style, shopping, and emerging trends from the runways to the streets. The site delivers daily, insider reports on the designers to know and the coolest global street style, breaking fashion news from sample sales to boutique openings, along with the best local shopping reports from experts who know their cities best.

One part global fashion guide, two part fashion editorial, this website has created a global community of retail luminaries that bring something unique to the consumer, no matter their destination. Noticing a gap in the market founders Phillipe von Borries and Justin Stefano started Refinery29 in 2005 due to an overload of information and lack of quality in content. Together the created Refinery to consolidate resources of the best stores in an easy to use onlinedirectory. “It’slikecitysearchwithapointofview,” says creative director, Philippe von Borries. Refinery29 is the only premium editorial website that seamlessly integrates global and local shopping news, street style, and trends all in one cohesive destination. It contains daily features about trends in both men and womens fashion, attention given to must have items, and profiles on designers or shopkeepers – all offer a fresh and new movement in fashion. Credited from Nylon, New York Post and British Vogue the audience of Refinery29 is a powerful, fast growing network of consumers. With a strong pull on Ecommerce Refinery29 has 22 active online stores and hosts some of the most notable names in high-end boutique retail. They have both global and national newsletters which focus on sales and shopping to keep members updated and also works with agencies to create highly integrated programs, including customized pop-up shops which drove $500K+ gross sales during their first offline sales event in May 2009.

Refinery29 specializes in custom programs that go way outside the banner, including virtual pop-up shops, brick- and-mortar events, editorial integration, video, and more. Momentum doesn’t show signs of slowing either. Refinery is a 4 Time Webby Award nominee for top digital fashion destination and has had a rapid traffic growth (300K visits in Dec-08 vs. 700K in Sep-09). They have recently contracted ad deals with leading advertisers incl. H&M, Juicy Couture, Victoria Secret, Vans, Gilt, Polo making them well versed in online business models.

The network is a closely-knit family of online properties in the style/fashion/new luxury vertical that share content and functionality, expanding Refinery29’s reach to 1.5 million monthly unique visitors. Traffic per month is around 2.7 million visits, 1.5 million unique visitors and 30 million page views. Refinery29’sgrowth is fueled exclusively by word- of- mouth promotion, creating street buzz and lending the brand industry credibility. Refinery29 is no small fry in the global fashion blogger world.

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