World of Good Tries Out Retail as a Service
By: Christiana Sciaudone
What do you get when you combine editorial, events and retail?
World of Good, a media company owned by former Washington Post publisher Graham Holdings, is hoping it’s a thriving new way of operating a media business.
In early December, the digital media publisher piloted a hybrid weekend event called the Well+Good shop at its House of Good, a brick-and-mortar space on Abbot Kinney Boulevard in Venice Beach, Calif. The space—which World of Good owns—had been used for short brand experience takeovers only until the company received a permit to sell retail goods.
“It was a blend of our brand takeovers, like we have always done, as well as inviting retailers to come in and be part of a curated wellness holiday shop,” Lindsey Abramo, chief executive officer at World of Good, told AMO. The goal with the retail house experience is to “really round out that revenue model over the next three to five years and become much more diversified outside of digital advertising.”
It’s the most recent evolution of what was previously named Leaf Group and focused on commerce when Graham bought it in 2021. Before that, it had been an SEO-centered “content farm” known as Demand Media. Rebranded as World of Good in 2023, it positions itself as a “human connections company” and includes lifestyle brands like Livestrong.com and OnlyInYourState.
World of Good’s strategy in offering in-person, curated events with shopping opportunities is part of an attempt to distinguish itself in a crowded lifestyle media market.
Media has been “wildly disrupted, as we know, traffic referral being the biggest culprit of changing the way that we’ve done things for 20 years, mixed with, obviously, the technology of AI, and really the unknown of how that will continue to affect us,” Abramo said. “Brands are really the front door to other businesses, so [we’re] really thinking about how to create diversified revenue models that aren’t totally reliant on the audience equation of yesteryear.”
Retail as a service solves a brand need as companies can’t afford brick and mortar locations anymore, and consumers are looking for trusted and curated options.
“For us to be able to offer this idea of having multiple retailers come in and test out the most highly desirable area, certainly on the West Coast, for shopping, is, I think, a really exciting proposition,” Abramo said.
Working on Commission
World of Good owns the home on Abbot Kinney and hired an in-house team to execute events more quickly and efficiently than depending on constantly finding new spaces. Retail as a service partners come in on consignment, with an initial fee charged, followed by payment of a percentage of commission. That differs from regular brand experiences, which costs a flat fee.
For the first retail weekend event, partners like Shea Moisture offered a pop-up spa with complimentary hand massages and product trials, while air purifier Blueair hosted a sanctuary that was all about air and breath work classes.
“The retail shopping experience benefited by having a reason for consumers to stay and engage with product longer,” Abramo said. Shoppers were also offered mini breathwork classes, custom aura photography and readings with an aura expert. House of Good offered more than 350 brand workshops and saw over 1,200 product samples distributed.
“One of the biggest takeaways was that the marriage of experience is really critical, and what sets us apart than any other multi brand retail pop up opportunity, which is you get that Well+Good editorial authority and immersion into sort of a reason to come and experience things for the bookable workshops,” Abramo said.
World of Good will continue beta testing the model with four more standalone, monthlong retail service shop events in 2025 at the Abbot Kinney location. Should the strategy prove itself to be worthwhile, they will start building the concept in other cities, though the concept of having a literal home has been key.
“A major advantage for us is the space, which is why the expansion isn’t something you could just be like, ‘Oh, naturally, we’re going to go to Soho, or whatever it is,’” Abramo said. “The home aspect is the other really important piece, because that’s also a big differentiator, and it feels like we’re creating a very intimate and special experience.”
Said Abramo:
We really want to build a very unique, what I call modern media company, which is how these brands show up and get new audiences and new places. This is a huge step in that direction, and we’re hopeful to have some other very interesting ones that we’ll be able to again announce in beta next year. So it’s sort of like step one of a larger vision for this company, and how this company can continue to be a little bit different and also be really resolute and, you know, important as the next phase of media unfolds.
