When InPublishing commissioned me to write an article on Refinery29 (UK), I have to admit I was curious. Could this American platform make the leap from stateside to a global brand?

Turns out it could.

Three years on from its 2015 UK launch Refinery29 has achieved a strong grip on the market and built a solid reputation for relevant, engaging editorial. Overall, in terms of brand reach, it has grown exponentially and now has a global audience of 550 million and more than 450 employees across its American, UK and European platforms.

But like any global brand, there has to be a sufficient differential across the platforms to capture those cultural, economic and social demographics unique to each country. This requires in-depth research, innovation plus attention to detail – get it wrong and the brand will be unlikely to survive. Continue reading