Refinery29 is saying guten tag to a new audience.
The media company is opening its German site, marking a new territory for the brand. It will be the first non-English language product, and the second international office for the New York-based company.
To launch the new site, the company is producing a new original influencer-led video series, though no details were released at press time. Also, the new site will feature profiles of 29 prominent German women, a feature exploring sexual violence at music festivals, as well as curated content from the U.S. and U.K. sites.
The brand will also tap into the fast-growing boom in native advertising in the commercial market, building branded content into the platform.
Finally, Refinery has partnered with German-language news sources, including Spiegel Online, to syndicate content.
Refinery29.de will be led by VP of international Kate Ward, who is based out of the U.K. office. Cloudy Zarocki joins the team as editorial director, while Nora Beckershaus will lead the marketing efforts.
The expansion into Germany comes seven months after its U.K. launch. At the time, the company also announced plans to enter the France market. Since opening it’s office in London, audiences have grown by an average of 40% month-over-over, according to a release.
Locally, the platform is growing its content slate, having recently announced a host of new programming at the Upfronts in May. New series and shorts include: A Tale of Four Women, starring Gabourey Sidibe (pictured); Behind the Headlines, which explores key social issues that matter to women, and that will be executive produced by America Ferrera (Superstore); Only Girl, also EPed by Ferrera, is a docu-series investigating what it means to be a woman in a male-dominated field; Game of Life, a series profiling female athletes; Bend it Like Beka, an instructional yoga series; Knock Out, which explores female boxing; and Champions of the Universe, following five-time hula-hooping champion Marawa as she hunts for other record-breakers, among others.