Condé Nast and the Domino Media Group revealed their new plan for the relaunched shelter brand, Domino, which reimagines the business model by leveraging content to drive commerce.

Domino folded its print operation in January 2009, however Condé Nast kept the brand somewhat active by rolling out a biannual special edition in 2012. The company announced in late August that it was reviving the title, and in October its new site went live.

The content-to-commerce components include a newly launched responsive design website with social integration and a quarterly print edition. This new strategy blends editorial with digital commerce technology, which the company believes should add value the consumer experience while creating a sustainable revenue stream.

This is a sticky model; one that keeps readers on the site and allows them to immerse themselves into the content, engage with the brand and other readers and dynamically select products for immediate or future purchases.

“Everything lives in a single environment,” says co-founder Andy Appelbaum. “A consumer can buy from a multitude of brands and check out with one click.”

The new site features 30,000 products that are integrated into the brand’s archived content, which can also be shared across any social platform. Still, Appelbaum makes it clear that the brand’s objective is content first. “We are an editorial shelter publication, and editorial first is very important to us,” he says. “Our editorial team is out shooting and writing stories that they believe are valuable to our readers. Then, we merchandise those stories.”

Brands sell to Domino at a wholesale rate, which is then marked up. Orders placed on the website are drop-shipped directly to the consumer from vendors.