The Association of Magazine Media

Domino Reimagined As an Integrated Editorial, Commerce and Social Experience






Domino Media Group Formed to Create Multi-Platform Brand


New York, NY – October 3, 2013 – Today, the debut of the reimagined Domino brand was announced by Bob Sauerberg, president of Condé Nast and Andy Appelbaum, Cliff Sirlin and Aaron Wallace, co-founders of the newly formed Domino Media Group.


A wholly independent entity, Domino Media Group brings together the Domino brand and its archives, seasoned digital entrepreneurs and an innovative e-commerce platform, allowing consumers to purchase the products and looks that inspire them directly from the editorial environment. With one click, a product will be placed in a consumer’s Domino shopping cart while they continue to read.


Condé Nast will be providing a full range of support for this content-to-commerce model, including marketing and distribution services. Two Domino consumer products go live today, a website ( that fully integrates editorial content with e-commerce and social capabilities plus a print edition which will appear on newsstands quarterly.


Domino is a brand with tremendous value that continues to resonate with consumers today,” said Sauerberg. “The Domino Media Group has created an innovative new platform, blending editorial content with digital commerce technology, making it easy for consumers to find, share and buy the products they love.”


The three founding executives of Domino Media Group bring a proven track record of building businesses including the successful launch of mdenergy, Seamless Web, Cleaner Options and Zoots Delivery. All the team’s ventures create unique marketplaces delivering efficiencies through technology.


Domino was one of the first brands to create an engaged community, before social existed as it does today,” said Cliff Sirlin, Domino Media Group co-founder. “Now, can help connect this community of design enthusiasts in one place and they will have access to the most innovative tools to help them source, share and save inspiration for their homes.”


Domino fans have always been ahead of the curve and we’ve built the site they’ve been waiting for,” said Andy Appelbaum, Domino Media Group co-founder. “Our readers never have to leave the platform — they can purchase at the very moment of inspiration.”


Newly named Domino editor-in-chief Michelle Adams will oversee the editorial content for the brand. A member of the original Domino editorial team from 2006 to 2007, she went on to co-found Lonny Magazine, a popular digital home décor publication and teamed up with Traditional Home to launch TradHome, a digital sister publication. Adams was the first to take a shelter magazine online and was named one of MIN’s People to Watch in 2012.


“We will stay true to the Domino DNA and offer an insider’s guide to style packed with imaginative ideas,” said Adams. “My aim is to open the design conversation and inspire readers to be more comfortable with the process.”


Beth Brenner, the original Publisher of Domino will join the team as Chief Revenue Officer. Her effective leadership at Domino resulted in numerous industry honors including Adweek’s “Hot List” and Advertising Age’s 2005 “Launch of the Year.”


“Re-launching Domino in a start-up culture with the support of Condé Nast offers the best of both worlds,” said Brenner. “The brands in our marketplace have a unique opportunity to partner with us in developing e-commerce of the future.”


Domino will feature all-new content as well as a fully shoppable archive of the original magazine content. Readers starting a design project or creating a wish list can earmark and share any article, product, or image that inspires them by using Domino’s tool, “My Deco File.” Should a reader want to fulfill their wish list or act on their design project, they can purchase products straight from the editorial content, a searchable product library or their “My Deco File” without ever leaving


About Condé Nast

Condé Nast is home to some of the world’s most celebrated media brands. In the United States, Condé Nast publishes 18 consumer magazines, four business-to-business publications, 27 websites, and more than 50 apps for mobile and tablet devices, all of which define excellence in their categories. The company also owns Fairchild Fashion Media (FFM), whose portfolio of brands serves as the leading source of news and analysis for the global fashion community. Condé Nast has won more National Magazine Awards over the past ten years than all of its competitors combined. For more information, visit and follow us on Twitter @CondeNastCorp.


About & Domino magazine

With an approach that captures the spirit of self-expression, domino is for design enthusiasts who want to shop for their homes as they shop for their wardrobes— mixing pieces, styles and price points in a way that underscores their individuality. truly connects the dots between consumers and resources. Now readers can purchase the products and looks that inspire them directly from the page. With one click a product will be placed in your domino shopping bag while you continue to be inspired by editorial.

The community on will have access to the most innovative tools to help them source, share and save inspiration for their homes.





Amy S. Morris for Domino Media Group



Joe Libonati, Corporate Communications, Condé Nast


Thursday, October 3, 2013