Vinyl Group partners with Refinery29 to relaunch women’s lifestyle brand in ANZ

Vinyl Group (ASX: VNL), Australia’s only ASX-listed music company, has signed an exclusive licensing and representation agreement with Refinery29, the globally renowned women-focused lifestyle media brand. The deal marks Refinery29’s highly anticipated return to the Australian and New Zealand markets with a fresh local edition, complemented by representation of ANZ inventory across its international platforms.

The agreement signals Vinyl Group’s entry into the women’s lifestyle media category, diversifying its media portfolio in alignment with its growth strategy. Refinery29, owned by Sundial Media Group, is celebrated worldwide for its bold and culturally relevant content on fashion, beauty, wellness, and lifestyle, empowering women and underrepresented communities.

Under the deal, Vinyl Group will establish a local editorial team to produce premium original content tailored to ANZ audiences while staying true to Refinery29’s distinctive voice and editorial standards. The multi-year agreement includes performance-based extension options, ensuring long-term collaboration.

Vinyl Group CEO Josh Simons said: “This partnership with Refinery29 marks a significant milestone for Vinyl Group as we expand into the dynamic women’s lifestyle media space. Refinery29’s unique voice and compelling storytelling make it an ideal addition to our portfolio, helping us connect with new audiences while driving meaningful engagement for our partners.”

Batoul Peters, head of partnerships for Vinyl Group’s The Brag Media: added, “Refinery29 has long championed stories that spark conversations and drive cultural change. Bringing this influential brand back to the ANZ market allows us to provide a platform for diverse voices while offering advertisers access to a highly engaged and influential audience.”

Ashley Meade, Refinery29’s chief revenue officer, commented: “We are thrilled to partner with Vinyl Group to reignite Refinery29’s presence in ANZ. Our shared vision for smart, bold, and empowering content will foster meaningful connections with audiences and partners, building on Refinery29’s global success.”

This partnership solidifies Refinery29’s role as a vital platform for cultural storytelling in the ANZ region and highlights Vinyl Group’s commitment to leveraging internationally recognised brands to drive local growth.

This publication is owned by Vinyl Group.

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