What New Mags does

New Mags is a Copenhagen-founded, Denmark-domiciled (legal entity Page17 ApS) e-commerce and distribution platform specializing in curated lifestyle books, magazines, and design accessories. Founded in 2016, the company sells to two distinct customer segments: individual design-conscious consumers globally via new-mags.com, and business customers including hotels, creative studios, and interior design firms via a dedicated B2B portal at b2b-new-mags.com. The catalog spans books and magazines across travel, food and drink, design, interior design, architecture, photography, fashion, and art, alongside accessories such as stationery, puzzles, games, bookstands, objects, cards, and tote bags, with the New In collection alone listing over 90 products from more than 30 international publisher brands including Abrams, ACC Art Books, Apartamento, Gestalten, Phaidon, Thames & Hudson, and Italy Segreta.

The company runs a Shopify-hosted storefront with multi-currency, multi-country storefronts (Denmark in DKK, plus France, Germany, United States, and an International storefront priced in EUR), wishlist, newsletter subscription, and cookie consent modules, and ships internationally to most countries from a single distribution center in Horsens, Denmark using UPS for international orders and GLS Pickup Points for Danish domestic fulfillment. The business also operates a flagship physical Concept Store & Showroom in Copenhagen at Ny Østergade 28, designed by Jonas Bjerre Poulsen of Norm Architects, functioning as both a retail location and a brand-experience destination that anchors in-store events such as the Apollo cookbook launch with Apartamento Publishing.

New Mags generates revenue through one-time retail product sales (B2C at fixed retail prices typically ranging from approximately €9.95 for stationery to over €100 for premium coffee table books), one-time B2B wholesale orders for hotels, design studios, and interior designers, and gift card sales from €20 upward. The company pursues co-development partnerships with publishers — most notably a multi-volume cookbook series with luxury hospitality group Belmond (Madeira, Liguria, Penang, Campania, El Bajío) — and runs a content-led marketing program anchored by The New Journal blog, Home Stories inspiration content, organic social media, and in-store events. There is no evidence of external investment, public listing, M&A activity, or AI/ML technology deployment.

Name

New Mags

Legal name

Page17 ApS

Website

https://new-mags.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

New Mags is a Denmark-domiciled, Copenhagen-founded e-commerce and B2B distribution platform that sells a curated catalog of lifestyle books, magazines, and design accessories from 30-plus publishers to design-conscious consumers globally and to hotels, studios, and interior designers.

Ownership category

akta.pro rank

Product category

Specialty Lifestyle Book Retail

NAICS

Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459), Hobby, Toy, and Game Retailers (45912)

SIC

Books: Publishing Or Publishing & Printing (2731), Periodicals: Publishing Or Publishing & Printing (2721), Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Consumer Lifestyle & Fashion Magazines (MPAJAEAA)

akta.pro secondary industries

Arts, Culture & Literary Magazines (MPAJAEAN), Travel & Outdoors Magazines (MPAJAEAH), Food, Cooking & Beverage Magazines (MPAJAEAF)

Keywords

• Curated book retail
• Lifestyle bookshop
• Coffee table books
• Design book distribution
• B2B book wholesale

Headquarters

HQ city

Horsens

HQ country

Denmark

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Direct Product Sales (B2C): New Mags sells curated lifestyle books, magazines, and accessories directly to individual consumers via its e-commerce website (new-mags.com) and physical Copenhagen store. Products are sold at fixed retail prices in euros and other currencies.
2. B2B / Wholesale Distribution: New Mags supplies books and magazines to business customers including hotels, creative studios, design firms, and interior designers via a dedicated B2B portal (b2b-new-mags.com). Orders are processed through the same platform with B2B-specific pricing and terms.
3. Gift Cards: New Mags sells digital and/or physical gift cards to consumers, with values starting from €20, providing a flexible gifting option for customers.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

New Mags is a Copenhagen-based curated retailer that sells lifestyle books, design magazines, and lifestyle accessories directly to consumers through its global e-commerce platform and physical Concept Store & Showroom in Copenhagen. The company also operates a dedicated B2B wholesale portal supplying hotels, creative studios, interior designers, and design-conscious brands with curated book collections. Its catalog spans categories such as architecture, art, fashion, food and drink, interior design, photography, and travel, sourced from more than 30 international publishers.

Product overview

New Mags is a Copenhagen-based global distribution platform and curated e-commerce retailer specializing in coffee table books and lifestyle literature. The company operates primarily through its Shopify-powered online store, offering a unified catalog of curated books and magazines spanning travel, food and drink, design, interior design, architecture, photography, fashion, art, and lifestyle categories, alongside accessories including stationery, puzzles, games, and home objects. The product portfolio also includes New Mags-branded items such as gift cards, tote bags, notebooks, and postcards. Beyond direct-to-consumer retail, New Mags serves the B2B market through a dedicated business platform targeting hotels, creative studios, and design brands. The company maintains a physical concept store and showroom in Copenhagen, designed by Norm Architects, which serves as both a retail location and cultural destination for bibliophiles. Distribution operations are handled from Horsens, Denmark, with international shipping available to most countries worldwide. New Mags acts as a creative partner within print culture, working with publishers including Gestalten, Thames & Hudson, Phaidon, and Apartamento to develop and distribute titles. The company was founded in Copenhagen in 2016 and celebrated its 10-year anniversary in 2026.

Differentiator

Problem solved

Functional benefit

Products and services

• Books Curated collection of lifestyle and coffee table books spanning travel, food and drink, design, interior design, architecture, photography, fashion, art, and lifestyle topics, sourced from more than 30 international publishers, available to individual consumers globally and to B2B customers via the dedicated wholesale portal.
• Magazines Selection of lifestyle and design-focused magazines including titles such as Magazine B, The Aficionados, and Apartamento, offered to consumers and B2B customers as part of the curated catalog.
• Gift Card Digital gift card available in denominations starting from EUR 20, redeemable across the full New Mags product catalog and used by individual consumers as a flexible gifting option.
• Stationery Stationery items including notebooks, postcards, and greeting cards featuring original New Mags photography and illustrations, sold alongside the book catalog.
• Puzzles Puzzle products within the lifestyle and design category, offered as part of the curated catalog on the New Mags storefront.
• Games Game products within the lifestyle and design category, sold as accessories to the curated book and magazine catalog.
• Accessories Accessories including New Mags-branded Tote Bags and other lifestyle items, offered alongside the curated book and magazine catalog.
• Objects Lifestyle objects and design accessories sold as part of the New Mags curated catalog.
• Bookstands Display and storage solutions for books and magazines, sold alongside the curated publications catalog.
• Cards Greeting cards and postcard packs, including New Mags-branded postcard collections, sold as part of the accessory catalog.
• B2B Wholesale Platform A dedicated business-to-business platform for professionals including hotels, creative studios, interior design firms, and design-conscious brands to register, browse B2B pricing, and place wholesale orders for curated book and magazine collections.
• Concept Store & Showroom Physical retail location in Copenhagen designed by Norm Architects, offering a curated selection of lifestyle books, magazines, and accessories for walk-in customers, and serving as a cultural destination and brand showroom for bibliophiles.

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Apartamento PublishingcoreStrategic or Co-development PartnerApartamento Publishing is a key creative partner of New Mags, collaborating on book launches and events. New Mags hosted an in-store event at its Copenhagen store to celebrate the cookbook 'Apollo: State-of-the-Art Cooking and a Party' by Frederik Bille Brahe, published by Apartamento Publishing. The event brought together food, conversation, and community.
• BelmondcoreStrategic or Co-development PartnerNew Mags developed a cookbook series in partnership with Belmond, the luxury hotel group. The Madeira cookbook is the fifth volume in this series, following Liguria, Penang, Campania, and El Bajío. Recipes were drawn from Belmond's Reid's Palace in Funchal, making it a co-developed editorial and commercial partnership.
• Norm Architects (Jonas Bjerre Poulsen)coreTechnology or IntegrationThe New Mags Concept Store & Showroom in Copenhagen was designed by Jonas Bjerre Poulsen from Norm Architects. The design draws inspiration from grand libraries of the past century, using natural materials like oak wood and golden sandstone, creating an aesthetic environment that enhances and celebrates the books. The showroom is a central brand asset for New Mags.
• Multiple Publishers (Abrams, ACC Art Books, Gestalten, Phaidon, Thames & Hudson, and 30+ others)coreChannel Partner/ Reseller/ DistributorNew Mags serves as a distributor for over 30 international publishers including Abrams, ACC Art Books, Apartamento, Gestalten, Hardie Grant, Phaidon, Thames & Hudson, and many more. The company positions itself as one of Europe's exclusive dealers for many of these publishers, distributing their lifestyle, design, and coffee table books globally.
• Italy SegretaminorChannel Partner/ Reseller/ DistributorNew Mags distributes publications from Italy Segreta, including the title 'How Italy Feels.' Italy Segreta is described as a globally renowned editorial platform that creates photo-forward travel and culture guides focused on Italy's lesser-known regions.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• TASCHEN: Major global art, architecture, design, and lifestyle book publisher with flagship stores in multiple cities. Comparable to New Mags as a publisher-retailer hybrid carrying similar categories, but at significantly larger scale and with proprietary content rather than purely curated distribution.
• Phaidon Store: International publisher of books on visual arts, architecture, design, food, and culture with its own direct-to-consumer e-commerce. Comparable to New Mags for product category overlap and as one of the publisher relationships New Mags depends on — illustrating both partnership and competitive overlap.

Direct peers

• Bookshop.org: Online book marketplace that supports independent bookstores. Comparable to New Mags as an online-first curated book retailer, though with broader mass-market catalog rather than New Mags' design/lifestyle specialization.
• Assouline: Luxury illustrated book publisher and retailer operating its own boutiques worldwide. Comparable to New Mags for its high-end coffee table book assortment, design-led brand identity, and DTC + retail model that overlaps with New Mags' B2C and B2B positioning toward hotels and design brands.
• Rizzoli Bookstore: Iconic New York bookstore specializing in illustrated, art, architecture, design, and lifestyle books. Comparable to New Mags as a curated, design-forward book retailer that doubles as a cultural destination, with overlapping publisher relationships (Assouline, Taschen, Phaidon, Rizzoli).
• Magma: Scandinavian design magazine and book retailer founded in Stockholm with a curated catalog closely overlapping New Mags' lifestyle/design focus. Operates its own e-commerce and concept store, making it the most directly comparable peer in terms of product mix, geography, and curation-led positioning.
• Monocle Shop: Lifestyle magazine brand with retail stores and an online shop offering a curated mix of books, magazines, and design objects. Comparable to New Mags as a design-conscious, content-led brand that monetizes its editorial credibility through retail — including overlapping categories of travel, design, and culture.
• McNally Jackson: Independent New York bookstore chain with strong design, architecture, and lifestyle curation plus a robust event program. Comparable to New Mags as a curated independent book retailer that uses cultural programming and design-led merchandising to differentiate from chain competitors.
• MagCulture: London-based curated magazine specialist retailer with a global online storefront and a physical shop. Comparable to New Mags as a destination retailer for design-conscious consumers seeking magazines and independent publications, with overlap on lifestyle/architecture/fashion categories.

Emerging players

• Apartamento Publishing: Independent lifestyle magazine and book publisher (Apartamento, The Aficionados, Apollo). Comparable to New Mags as both a publisher partner and an adjacent retailer of curated lifestyle books, illustrating how publisher-retailer boundaries are blurring in this niche.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/new-mags

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about New Mags