ADDITION-ELLE LIFESTYLE MAGAZINE PREMIERS THIS FALL
By Adnews Staff
Addition-Elle, a women's plus size fashion retailer, will launch a new lifestyle magazine this fall. Published by CMS Publishing of Montreal, the magazine's editorial will focus primarily on fashion, with additional coverage of finance, cars, home buying, home improvement, computers, telecommunications, electronic equipment and health. Addition-Elle operates 70 stores in Canada under the Addition-Elle, A|E Sport and Lingerie Addition-Elle banners. Its customers are in the 25 to 54 age bracket. The retailer's magazine will be distributed to the 360,000 members of its VIP Club. An additional 10,000 copies will be available in-stores. Thirty per cent of the copies will be published in French, 70% in English. A fall public relations campaign is planned to promote the magazine. Marketing and communications activities for Addition-Elle are handled by Integrated Marketing Communications of Montreal. Addition-Elle is a division of Shirmax Fashions Ltd., also of Montreal.