Domino Relaunches as E-Commerce Site, Quarterly Magazine

Domino Mag

The new domino, now a retailer as well as a shelter magazine

NEW YORK–Domino magazine, the consumer shelter book that shuttered in 2009, has relaunched as a website that offers both editorial content and e-commerce, as well as a quarterly publication. Led by Michelle Adams, who was a former domino staffer as well as a co-founder of Lonny magazine, the brand now allows consumers to read stories and then shop for products from the site. The website launched yesterday, and the first print issue will hit newsstands Oct. 8.

With this new version of domino, visitors have three ways to view a story: by reading it, looking at the photos or perusing the products included and purchasing or sharing them. For example, the feature “Locally Grown” highlights how Ali Cayne, founder of New York City’s Haven’s Kitchen, redecorated her new West Village townhouse and includes photos and sidebars. Clicking on “Shop This Story” takes the visitor to a page of 65 products, from European cutting boards to an upholstered sofa, where consumers can either share individual products on their social media sites or purchase the items.

A shop button on the top bar of the site allows the consumer to shop by category—divided among furniture, lighting, rugs, accessories, kids, sale and new items—or by popular brands. Right now about 160 vendors are listed on the site, including Dansk, Knoll, Surya, Two’s Company and Arteriors, with others such as Lenox, Thos. Moser and Umbra coming soon. Other areas focus on entertaining, travel and scouting.

“Once again, we help you bring your style home—but this time, we can actually deliver it straight to your doorstep,” said Adams in her online editor’s letter. “The original intention of the brilliant minds behind domino—the democratization of design—has now been taken to the next level. We’re so proud to be back, and so grateful to you for demanding it.”