What can you tell us about 91 Magazine?

91 Magazine is a biannual independent interiors and lifestyle magazine featuring creative spaces, from homes and studios to cafes and shops, plus stories of small independent businesses and inspirational people.  

Why did you decide to start the magazine?

A long-time magazine lover, my passion for interiors flourished during my publishing career, and I longed for a tangible, beautifully designed magazine that covered all aspects of creative living – one where the interiors were inspiring, yet attainable, and championed small independent brands and makers. 

What makes 91 Magazine special?

Creative living is at the heart of 91 Magazine with a focus on designers, modern craftspeople, creators and small business owners. We delve into their worlds and environments for interior and style inspiration, plus insight into their lives of creativity. As a brand we believe in integrity, community, diversity and creativity and we continually uphold these values through our content both in the print magazine and on our digital platforms.

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What kind of customers should retailers be offering 91 magazine to?

Our readership is predominantly women between 25-50, who crave a home and life that is infused with creativity and style. 91 fills the gap in the interior magazine market between the high-end, luxury titles and the lower end options that offer supermarket/high street style. What do you have in upcoming issues that readers should be excited about?

Our next edition publishes in October, so I can’t reveal anything about that just yet, but our exciting news is that the second of our series of PLACES books will be publishing soon. Our first book PLACES to Shop: independent lifestyle stores across the UK was really well received, so we are excited that PLACES to Stay: the most stylish accommodation across the UK is coming soon. It will be available wholesale via our distributor MMS and Faire. 

Can you offer any support to retailers (ie merchandising, social media assets to promote the magazine, sales terms)?

I am always happy to help and work alongside our stockists with anything they need. We have lots of lovely images of our publications, and I’m happy to collaborate on social media posts to help promote. 

How important are independent retailers to 91 magazine?

For anyone that reads 91 Magazine or follows us online, they will know that we are huge supporters and advocates for independent retail. Our book PLACES to Shop is testament to that, as is the hundreds of features we’ve published across our platforms, both print and online, featuring many of the beautiful independent shops that can be found across the UK and further afield. Shopping independently is a true passion of mine, so it’s an honour to see the magazine stocked in so many lovely shops, and to be able to support and promote them in return. 

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