Like a lot of media companies that rely on advertising revenue these days, DailyCandy is eager to diversify its revenue streams. To that end, the Comcast-owned fashion and lifestyles site and e-newsletter has introduced Swirl, a sample sales site available only to DailyCandy subscribers. With the new site, DailyCandy is taking on The Gilt Groupe and Rue La La, which GSI Commerce just acquired as part of a larger, $350 million deal.
DailyCandy, which is coming up on its 10-year anniversary, has three million e-mail subscribers across 28 editions, including 13 daily e-newsletters covering New York, Los Angeles, Chicago, San Francisco and London. The extension of its brand into exclusive sample sales comes as a number of publishers, including Conde Nast and Hachette Filipacchi Media, have explored closer ties with invite-only fashion e-tailers. Swirl, which launches in beta next month and is planning a full release in January, is promising up to 80-percent discounts on designer names. Beyond more direct revenue from e-commerce, Swirl is also meant to attract more subs to DailyCandy. If it works out that way, DailyCandy’s ad sales could wind up with a nice boost as well.