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 - Aug 7, 2012
References: luckymag & nytimes
The shopping periodical Lucky is about to launch a dedicated shopping site called that will allow readers to buy fashion items directly from retailers, without being redirected to the retailer's own website.

Set to launch on Aug. 17, is the magazine's first foray into e-commerce, and it aims to make the shopping experience an extremely tidy one for readers. The new site essentially eliminates the inconvenience and inefficiencies that can arise from shopping across multiple brands. Unlike other aggregated shopping sites, online shoppers on MyLuckyMag don't have to leave the website at all as they peruse through offerings from different retailers. The shopper can put clothing and accessories from several different retailers into her virtual shopping cart and buy them all in one spot.

According to the New York Times, will be introduced to Lucky readers in the magazine's September 2012 digital edition.