Fans of fashion publication, Grazia, are now able to carry out safe shopping online from an e-commerce site set up around the magazine’s respected brand, according to The Drum.

Following Grazia’s announcement of its intentions to launch the site earlier this year, it went live in the UK this week, with tens of thousands of products on offer across 250 different high end fashion brands.

Seventeen million people read Grazia across 23 different countries, which is why the Graziashop.com website was launched, since this is clearly a big market to which the magazine provides unrestricted access.

Spokesperson, Richard Hatfield, said that the products covered in the magazine tend to sell out at the retailers that stock them, which is why the firm spent two years undertaking the leap to e-commerce, to exploit this potentially lucrative area.

As expected, the site has been launched in the UK and will be hosted here, while still providing shopping online to customers from many different countries. Visitors can view prices in several currencies, including pound sterling and US dollars, which shows the extent of its international integration and intentions for expansion.

As well as being able to buy items, visitors will be able to find out about the latest fashion trends and catch up with curated collections of clothing that fit in with particular styles and celebrity tastes.

Being able to not only see luxury clothing worn by the rich and famous, but also actually purchase equivalent items and have them delivered to your door, seems like something that Grazia readers will no doubt value. However, the e-commerce market can be volatile and newcomers may have a tough time muscling in on established outlets, even if they have an offline presence and brand to back them up elsewhere.