Is THIS Mamamia’s “secret new website”?

mamamia logoAustralian women’s lifestyle website Mamamia hired well-regarded journalist Alyx Gorman this week to edit a “secret new website”, and evidence suggests it could be a beauty website called ‘The Glow’ or ‘Glow Australia’.

‘Mamamia.com.au PTY LTD’ registered the domain TheGlow.com.au in December 2013, and the site remains parked and has no content. An archive website suggests the domain was once used to sell accommodation.

There is a Twitter account, @TheGlowAU, which has zero tweets but follows accounts including model Miranda Kerr, presenter Karl Stefanovic and various Australian TV networks. The account was also registered in December last year, and the name given on the profile is ‘Glow Australia’.

The Pinterest page TheGlowAU also refers to ‘Glow Australia’ and the account follows users including Mamamia founder Mia Freedman, various fashion magazines and the Mamamia account itself.

The TheGlowAU Google+ page is followed by Mia Freedman and other Mamamia editorial staff, and contains a link to a currently empty YouTube channel.

And finally, the Instagram account TheGlowAU also refers to ‘Glow Australia’, states “website coming soon” and has uploaded two beauty-related photos.

So the evidence suggests a beauty website of some kind, but further details about ‘Glow Australia’ are scarce.

US website The Glow looks at “the world of inspiring and fashionable mums”, and has been featured in The New York Times, Grazia Paris and Huffington Post.

There are also popular beauty magazines called Glow in both the US and Canada.

Mamamia’s Mia Freedman is also publisher of iVillage Australia, an international edition of the US parenting website iVillage, so ‘Glow Australia’ could be an international edition of one of the aforementioned brands. It could also be a whole new brand.

As an aside, it appears that the domain TheGlow.com.au was hacked by a Turkish hacker in September 2010, according to a screenshot on this website.

This post will be updated as soon as further details come to light.

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Fashion brand AllSaints hints at launch Down Under

allsaintMajor British fashion retailer AllSaints may have revealed the next destination of its ongoing global expansion yesterday, by lodging two Australian trade mark applications for variations of its name.

The move comes just a month after AllSaints announced the launch of a film production arm, and two months after launching its first store in Canada and another in Malibu. All this comes after the company was saved from the brink of collapse in 2011 by equity firm Lion Capital, who cited AllSaints’ “international potential” as a key reason for its investment.

A move Down Under would follow in the footsteps of other British fashion retailers, such as Topshop, River Island, ASOS and Hobbs.

The popular fashion retailer opened its first store in London in 1993 as a menswear brand, but has since expanded into womenswear, footwear, and accessories. It currently has 65 standalone stores across the UK, Europe and North America, with an additional 35 retail outlets in department stores.

The East London office of AllSaints lodged two Australian trade mark applications on 11 June; one for the term ‘ALL SAINTS’ and a second very similar application for the term ‘SAINTS’.

Both are covered by the same six classes, covering a wide variety of fashion, toiletry, electrical and retail products and services – including class 35, specifically “Retail and wholesale services” of 100 different clothing items, accessories and electronic devices.

The ‘ALL SAINTS’ application is covered by one additional class, namely class 41 covering various entertainment classes, presumably to cover the aforementioned film production studio.

The brand appears to be too late to register the local allsaints.com.au domain, as a New South Wales church has claimed it, but the main online store at allsaints.com already delivers to much of the globe, including Australia.

The two trade mark applications – TM numbers 1562070 and 1562071 – were lodged by All Saints Retail Limited and an Australian legal representative, Shelston IP. They are currently at the early status of ‘Filed Approved’.

™Watch has contacted AllSaints and is awaiting a response.

Click to view a screenshot of All Saints’ trade mark applications for ‘ALL SAINTS‘ and ‘SAINTS‘.