Online shopping site Dealuxe scoops Fashion's fashion director Susie Sheffman

We imagine that the brass at St. Joseph Media are reeling as it has been reported Susie Sheffman, fashion director at Fashion magazine is leaving to be fashion director at Dealuxe, an online shopping site; only a couple of weeks ago, Sheffman's second-in-command and Fashion's market editor, Jordan Porter, also left to join Dealuxe . 

Dealuxe has the distinction of being a Canadian shopping site (many are American franchises) and of publishing online magazine content. The site was founded  by Joanna Track,who was the founder and executive publisher of the lifestyle site Sweetspot.ca (now owned by Rogers Media). Dealuxe, focuses more on fashion and style. 

The competition for established fashion titles is coming thick and fast: the launch of online beauty magazineThe Kit, led by former Fashion publisher Giorgina Bigioni took a bite out of the cosmetics and beauty products category and, with its recent sale to the Toronto Star, has added fashion coverage and created a weekly print vehicle distributed with the paper.

Sheffman has been a leader in fashion publishing, having been fashion director at Flare and being a contributing editor at Fashion.  In 2001,she took over as fashion director. Last November, she was given an award as best fashion editor at the annual P & G Beauty Awards.