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C Magazine Opening First Permanent Retail Shop

C Magazine is getting into the revenue diversification game. The 15-year-old publication, which offers a monthly collection of all things California, is opening its first permanent retail shop next week in Newport Beach’s outdoor mall Fashion Island. After a brief experiment with a pop-up shop two years ago in the Westfield Century City mall in Los Angeles, founder and chief executive officer Jennifer Smith said sales were enough to show that this was a viable business opportunity. But it took time to find the right space and get the right brands involved. So far, there are about 80 brands featured in the store, dubbed Studio C. “The Westfield opportunity just came to us and we decided to try it, not knowing if retail was something we wanted to go into,” Smith said. “After we regrouped, and there was much consideration and debate, but we were like, yes, this is the perfect way to bring the magazine to life.” Smith added that some feedback she got then was that the pop-up “felt like a California Colette or a 10 Corso Como.” A feeling she wants to continue in the permanent store.  Other media outlets have lately dabbled in retail as well, like Condé Nast, with

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