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Refinery 29 Lands in London

Fashion and style site marked its latest launch with a party at The Arts Cub on Dover Street.

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GLOBALLY REFINED: Fashion and style site Refinery 29 marked its London launch with a party at The Arts Cub on Dover Street. Live performance by the Foxes kept guests including Zara Martin, Noelle Reno, Amber Atherton, Rebecca Guinness and Maddison Brudenell entertained. With 200,000 London subscribers already under its belt, the site will offer U.K. readers a more localized experience highlighting local designers, shops restaurant and nightlife as well as fashion, celebrity and beauty features.“There’s a plethora of fashion products that come out of London. There aren’t many destination sites that focus on this type of lifestyle, that speak to a specific taste level and demographic,” said Refinery 29 founder Justin Stefano, who is planning to hold shopping meet-and-greets throughout London for customers next year. “We want to get people into the boutiques. It’s about creating a community and creating a connection with the consumer. So for the next year, that’s what we’ll be focusing on.”