Store, established about a year ago and positioned as the trendiest fashion and lifestyle Chinese-language title of its kind in the market, will also increase its frequency to a monthly from bimonthly currently.
Asia City recently purchased the publication, and marketing director Michelle Fong said Store strategically fitted the group's family of lifestyle magazines, including HK Magazine, IS Magazine, BK Magazine, Where Hong Kong and Where Singapore.
"It's the first time we are working on a Chinese title, but it's an extension of our lifestyle focus. We acquired Store because it is targeted at the very trendy, youngish and sophisticated, combining fashion and lifestyle, with a 35-65 split of male to female readers," Fong said.
The magazine claims a circulation of about 25,000. A readership survey by the Polytechnic University found that readers' age range from 16 to 33, and that 68 per cent of them have a monthly income of between HK$10,000 to $30,000 (about US$1,300 to $4,000).
Store currently has a visual slant with minimum editorial content. The injection of additional editorial is aimed at broadening its readership base.
Associate publisher Ning Lau, who founded the magazine with editorial and creative director Nam Kong, said: "The visual orientation of Store will continue but the additional content will give us more weight as we explore the newest perspective for fashion and lifestyle both locally and internationally."
Both Lau and Kong - formerly Joyce senior marketing officer and Amy fashion editor respectively - will continue to head the magazine.
Lau added that Asia City would present Store with new advertising opportunities.
"Our current advertisers are mainly from the fashion, watch, beauty and IT categories. We now see the opportunity of expanding into other categories such as audio-visual and computer equipment and luxury products."
With the acquisition of Store, Asia City now publishes a total of seven magazines in the region. The group's founder and managing director Steve Freeman said: "We are constantly on the look-out for interesting start-up and acquisition opportunities in the region. I hope the group to be at 10 magazines within the year."