For the first time in its 21-year history in SA, the 71-year-old Elle media brand will be published by a 100% black-owned media company. This, after the exciting announcement this morning that Ndalo Media, owned by media entrepreneur Khanyi Dhlomo, had secured the South African licences for the Elle and Elle Decoration media brands. The licence covers print, digital, events and other related brand extensions and was awarded by the brand’s French owner, Paris-based Lagardère Active.

Dhlomo, Ndalo Media’s CEO, said she had long admired the Elle brands, both as a consumer and a media entrepreneur, because of their “relevance, global leadership position and longevity”.

“Furthermore, they have an unparalleled power to live impactfully beyond print and that’s what I find most exciting. We look forward to working with Lagardère Active to ensure Elle and Elle Decoration captivate and inspire millennial-minded consumers across various platforms for years to come. Welcoming the Elle brands to the company is a wonderful way to celebrate 10 years of Ndalo Media,” she said.

Dhlomo added that while she was committed to entrenching the core Elle values of personal style and personal power, she looked forward to expanding the brand’s smart and irreverent take on fashion, beauty and pop culture. “It will also be important for us to open both brands up to the exciting growth market of the African millennial,” Dhlomo said.

Francois Coruzzi, CEO of Elle International Media Licences at Lagardère Active, said Ndalo Media was awarded the local licence based on its “strong ability to extend media brands beyond print successfully”. “We believe it is the ideal partner to consolidate and grow Elle and Elle Decoration even further in this dynamic media environment,” he added.

Ndalo Media will take the licence over from Isiko Media in the deal, which will come into effect at the end of April. Isiko Media CEO, Gisèle Wertheim Aymes, said in a statement that she believed the brands would be fortified by the move to Ndalo Media. “I have taken a strategic decision to focus on my other independently own media businesses, Longevity, LongevityLive.com and extend this health franchise into non-media market categories,” she said.

The Elle July issue and Elle Decoration August/September issue will be the first editions published by Ndalo Media. Dhlomo said further strategic and operational announcements would be made in due course.

For the full press release, click here.