Cosmopolitan builds lifestyle centres

The National Magazine Company's women's glossy Cosmopolitan is to launch a series of branded 'lifestyle centres' that will offer advice on exercise, nutrition and emotional problems to young women.

The National Magazine Company's women's glossy Cosmopolitan is to launch a series of branded 'lifestyle centres' that will offer advice on exercise, nutrition and emotional problems to young women.

The extension to the Cosmo brand follows last year's announcement that it would offer a branded cafe chain. But NatMags has now revealed that as well as offering food and drink its Cosmopolitan 'Life Centres' will offer lifestyle advice, counselling young women in a one-stop shop environment.

There will also be beauty treatments, such as a nail bar, available on site.

The first centre is to open in Manchester in August 2001, ahead of the Cosmo Show, which takes place in October.

Sites will follow in the Midlands and the North East and Cosmo plans to open up to 20 nationwide in the next two years.

According to NatMags director of enterprises Anne Melbourne, the centres go one step on from existing brand extensions such as the Cosmo Show and clothes and home furnishings merchandising.

'This concept is the next progression of the brand, which already supports a brand extension programme in the UK with revenues of pounds 16m. With Cosmo's great popularity we feel that this will be a successful venture.'

Cosmopolitan is launching the centres under a licensing arrangement between the Hearst Corporation, owner of NatMags, and Debuilt Limited, a group of entrepreneurs. Debuilt will provide the financial backing for the venture, while Hearst lends the Cosmo name and brand values.



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