Coveted
Coveted (CovetED Magazine) is a London-based quarterly print and digital luxury interior design and lifestyle publication serving professional interior designers and affluent design enthusiasts, distributed through paid subscriptions, newsstands, and direct hand-out at major global design events including Milan, Paris, and London.
- Company typePrivate
- Founded2015
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingDigital Commerce or Content
What Coveted does
Coveted (legally Covet Edition, also known as CovetED Magazine or Coveted Edition Magazine) is a privately-held luxury interior design and lifestyle media company founded around 2016 and based in London, with editorial leadership under Editor-in-Chief Filipa Mendonça. Its core product is a quarterly print magazine that has reached 31 editions, distributed primarily as 20,000 copies per issue at major international design events — Milan Design Week, Maison et Objet Paris, London Design Festival, and events in Singapore, New York, and Miami — and through newsstands in top design cities, with additional reach via paid subscriptions and a digital download platform. The publication serves two core audiences: professional interior designers and architects seeking curated inspiration and industry intelligence, and design enthusiasts seeking luxury lifestyle content covering interior design, motoring (cars, yachts, private jets), style (watches, jewellery, fashion), and travel (hotels, spas, restaurants, wines).
The product surface is a multi-channel editorial platform: the print magazine is supported by a content website (covetedition.com) with 317,000 unique users and 11.6 million page views, a 130,000-subscriber newsletter, more than 150,000 social media followers across Instagram, Facebook, Twitter/X, Pinterest, LinkedIn, and YouTube, plus a catalogue of free and premium eBooks (e.g., 'The Ultimate Luxury Design Guide to Italy'). The underlying technology stack is conventional content management, web publishing, and email delivery rather than any proprietary platform or AI tooling.
The business model combines paid subscription and single-copy magazine revenue, advertising (homepage takeovers, newsletter sponsorship, Instagram posts, Pinterest programs), and a freemium eBook lead-generation funnel that supports the broader Covet Group Properties parent ecosystem. Coveted is structurally embedded within Covet Group Properties, with 14+ partner brands (Boca do Lobo, Brabbu, Circu, Luxxu, Delightfull, Essential Home, Maison Valentina, Covet House, etc.) functioning as both content partners and advertisers; the publication also operates a strategic trend-forecasting partnership with TrendBook. Geographic reach spans Europe (UK, France, Italy, Spain, Portugal, Switzerland, Morocco), North America (USA), Asia Pacific (Singapore), and the Middle East (UAE), with India emerging.
Coveted firmographics
Firmographics- Name
- Coveted
- Legal name
- Covet Edition
- Website
- https://covetedition.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Coveted (CovetED Magazine) is a London-based quarterly print and digital luxury interior design and lifestyle publication serving professional interior designers and affluent design enthusiasts, distributed through paid subscriptions, newsstands, and direct hand-out at major global design events including Milan, Paris, and London.
- Ownership category
- akta.pro rank
Coveted industry classification
Industry- Product category
- Luxury Design Media
- SIC
- Periodicals: Publishing Or Publishing & Printing (2721)
- akta.pro primary industry
- Luxury Licensing & Brand Management (CRAKAFAL)
Keywords
Where Coveted is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Coveted business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Magazine Subscriptions: The company generates revenue through paid magazine subscriptions, with an average of 1,325 paid subscriptions and 25,000 average single copy sales per circulation period.
- Advertising: CovetED offers advertising opportunities in the magazine and online, including homepage takeovers, newsletter sponsorships, Instagram posts, and Pinterest programs.
- Content Downloads: The company generates engagement through free and premium content downloads, including magazine editions, ebooks, and design guides from partner brands.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Magazine subscription and single copy sales |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels10 records
Coveted product offering
Product offeringCore offering
CovetED (Coveted Edition) is a quarterly luxury interior design and lifestyle print magazine distributed to professionals and design enthusiasts. The company produces curated editorial content covering interior design projects, exclusive designer interviews, luxury travel guides, and brand features, with 20,000 copies distributed every three months at major design events worldwide (Milan, Paris, London, Singapore, New York, Miami) plus newsstand and digital download channels.
Product overview
Coveted (CovetED) is a luxury interior design and lifestyle media company offering a quarterly magazine (CovetED Magazine) along with supplementary eBooks and digital publications. The core product is the magazine, distributed both physically (20,000 copies quarterly to professionals and at major design events in Milan, Paris, London, Singapore, New York, and Miami) and digitally. The magazine features curated interior design projects, exclusive designer interviews, travel guides, and luxury brand content. Supporting eBooks include the Ultimate Luxury Design Guide to Italy, New Products collections, Inspirations Books, Curated Interiors, and Luxury Bathrooms guides, all produced in partnership with luxury furniture and design brands.
Differentiator
Problem solved
Functional benefit
Products and services
- CovetED Magazine A quarterly luxury interior design and lifestyle magazine distributed to professionals and design enthusiasts. Features curated interior design projects, exclusive interviews with top designers, travel guides, and luxury brand content. Distributed at major design events worldwide with 100,000 average circulation.
- CovetED Magazine 31st Edition The latest issue of CovetED Magazine, titled 'Elevating Luxury Crafts & Design', featuring designer interviews, design event coverage, and luxury hospitality destinations for design professionals and enthusiasts.
- The Ultimate Luxury Design Guide to Italy A comprehensive luxury design guide exploring Italian grandeur covering Milan and Rome, showcasing high fashion, historical landmarks, refined culinary experiences, and lavish accommodations. Available as a digital eBook download.
- New Products eBook
Quantifiable outcome
- 100,000 average circulation with 20,000 copies distributed quarterly at design events
- +2 more outcomes
Companies that use Coveted
Customer profileSegments3 records
Ideal customer profiles3 records
Coveted technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Coveted partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and minor.
- Covet HousecoreCovet House is a primary partner brand featured in CovetED's partner brands section. The relationship involves mutual content promotion and ebook cross-distribution through CovetED's platform and Covet House's website links.
- Boca do LobocoreFeatured partner brand offering mutual promotion with CovetED through editorial content, ebook downloads, and homepage takeovers.
- BrabbucoreFeatured partner brand with mutual promotional relationship including curated interiors ebook and brand content features.
- CircucorePartner brand featured on CovetED platform with mutual content promotion, including new products ebook and homepage sidebar advertising.
- LuxxucoreFeatured partner brand with mutual promotional relationship including luxury houses ebook and product features.
- DelightfullcorePartner brand with mutual promotional relationship including homepage sidebar advertising and product features.
- Essential HomecoreFeatured partner brand with mutual promotional relationship including Saudi Arabia project ebook and product features.
- Maison ValentinacorePartner brand featured on CovetED with mutual content promotion including luxury bathrooms ebook and product features.
- Caffe LattecorePartner brand featured on CovetED platform with mutual promotional relationship including curated showroom content.
- Rug SocietyminorFeatured partner brand with mutual promotional relationship through homepage sidebar advertising and product features.
- Home SocietyminorPartner brand with mutual promotional relationship including homepage sidebar advertising.
- PullcastminorPartner brand with mutual promotional relationship including homepage sidebar advertising.
- Midcentury ClubminorPartner brand with mutual promotional relationship including homepage sidebar advertising and product features.
- TrendBookcoreStrategic partnership for trend forecasting content, featuring 2020 interior design trends presented in partnership with TrendBook, divided by room division in Issue #16.
- Covet GroupcoreParent company Covet Group Properties owns CovetED's data and shares contact information with direct partners including Menina Design Group Hold and Covet Group brands such as Delightfull, Brabbu, Koket, Maison Valentina, Luxxu, Essential Home, Pullcast, Rugs Society, Covet House, Boca do Lobo, and Circu.
Scale indicators8 records
Recent moves5 records
Expansion highlights5 records
Coveted competitors and assessment
Company assessmentEmerging players
- Surface Magazine: Sandow-published print and digital title spanning design, architecture, fashion, and culture. Smaller circulation than AD/Wallpaper* but comparable niche positioning to CovetED in the luxury design-media category, with strong event programming (SurfaceDialogues).
Direct peers
- Designboom: Online design magazine founded in Milan covering architecture, art, and product design globally. Strong overlap in European design coverage and event media-partner presence (Milan Design Week), competing for the same design-professional audience CovetED targets.
- Interior Design Magazine: Sandow-published trade magazine for interior designers, with a more B2B tilt than CovetED. Comparable in serving the design-professional advertising market but skewed toward commercial projects, providing useful contrast in business-model positioning.
- Architectural Digest: Condé Nast's flagship luxury design magazine and one of the most recognized titles in the category. Architectural Digest competes head-on for luxury-brand advertising dollars and the same affluent/interior-designer audience, with sister editions in CovetED's key markets (AD France, AD Italia, AD España).
- Dezeen: Dezeen is the largest online architecture and design magazine and the most direct competitor to CovetED. It targets the same audience of interior designers, architects, and luxury brands and competes for advertising dollars across CovetED's full content stack (editorial, newsletter, social).
- Elle Decor: Hearst-published luxury interior design magazine with both US and international editions. Targets the same luxury interior design reader and competes for the same brand advertising pool as CovetED, including furniture, lighting, and home accessories brands.
- ArchDaily: One of the world's most-visited architecture media platforms, covering buildings, interiors, and product design. While heavier on architecture than CovetED, it shares a substantial overlap in interior designer readership and competes for brand campaigns targeting the professional design audience.
- Luxe Interiors + Design: Sandow's luxury residential-design print magazine, focused on high-end residential interiors. Direct peer for the luxury interior designer / affluent homeowner segment and competes for overlapping advertising partners in luxury furniture and lighting.
- House & Garden: Condé Nast UK luxury interiors title covering high-end residential design, decorating, and lifestyle content. Operates in the same UK home market as CovetED and addresses the same audience of affluent consumers and design professionals.
- Wallpaper*: Tear-sheet luxury design publication covering interiors, travel, fashion, and lifestyle — a near-exact category mirror of CovetED's content mix (Interiors, Motoring, Travel, Style, Events). Operates in similar premium positioning with event activations globally.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Coveted social profiles
Digital presenceCoveted financial estimates
Financial estimateRevenue estimate
Valuation estimate
Coveted leadership team
Management profileNumber of profiles
Profiles1 record
Coveted funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Coveted M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Coveted
What does Coveted do?
CovetED (Coveted Edition) is a quarterly luxury interior design and lifestyle print magazine distributed to professionals and design enthusiasts. The company produces curated editorial content covering interior design projects, exclusive designer interviews, luxury travel guides, and brand features, with 20,000 copies distributed every three months at major design events worldwide (Milan, Paris, London, Singapore, New York, Miami) plus newsstand and digital download channels.
Is Coveted a public or private company?
Coveted is a private company. It is classified as corporate owned and is currently operating.
When was Coveted founded?
Coveted was founded in 2015. It employs 51 to 100 people.
Where is Coveted based?
Coveted is headquartered in London, United Kingdom, in the Europe region.
How does Coveted make money?
Three revenue lines are on record. Magazine Subscriptions are the primary driver. The others are advertising and content Downloads.
Who are Coveted's main competitors?
Surface Magazine is listed as an emerging player. Direct peers are Designboom, Interior Design Magazine, Architectural Digest, Dezeen, Elle Decor, ArchDaily, Luxe Interiors + Design, House & Garden and Wallpaper*.
Does Coveted have an API?
No public API is recorded for Coveted.
What industry is Coveted in?
Coveted's product category is Luxury Design Media. Its primary akta.pro industry code is CRAKAFAL, Luxury Licensing & Brand Management. Its SIC code is 2721.