The lifestyle magazine founded in 2008, which should have celebrated its tenth anniversary in April, was declared bankrupt on 7 February.
After publishing for ten years Luxuriant is bowing out from Luxembourg’s small media scene, and the December 2017 issue will have been the magazine's final act.
Specialised in fashion and culture, this free monthly has suffered a drop in interest from advertisers in recent years. The magazine also "clearly missed the shift to the digital age," admits the editor, Sébastien Vécrin, who spoke to RTL - 5minutes.
"There is not enough space for everyone" in Luxembourg
"We did not see it coming, but as our loyal advertisers reduced their budgets every year, we kept accumulated debts ... The days when the order forms were coming out of the fax machine effortlessly are gone. For a while, of course, I had regrets [of not switching online] but our team was reduced to two people, and quality web journalism can not be improvised, especially as this switch would have require a substantial investment" explains Vécrin, who confess to have felt the pressure for the last three years.
With its young and relaxed tone, Luxuriant was gaining "a growing readership and an ever greater visibility, while our layout and content were evolving from one edition to another". We also had a website that served primarily as a showcase.
The magazine is also a victim of the fierce competition that prevails in the free press sector. "Clearly, I do not think that there is room for everyone. Sometimes managing to have an issue go to press was a matter of whether we ould get in two or three more adds ," said Sébastien Vécrin, who admits being " too emotionally attached to this product."
"...the victories were big wins, but the losses were big defeats."
Paul Smith exclusive and David Lachapelle in his underwear
In recounting his victories, Vécrin remembers the exclusive coverage of stylist Paul Smith, who was opening his shop in Luxembourg in early 2015.
"We wore him out" recalls the editor, "we were about to put the magazine to bed when he finally green-lighted our interview for the next day in London. We ended up spending four hours interviewing him at his home, then writing the piece in three hours and sending the magazine to press that same evening !"
Vécrin also reminisces about the improbable cover of photographer David LaChapelle, who had sent a picture of himself in his "underwear and socks" alongside his naked assistant who was all covered in a pink fluorescent body paint. "Today, that kind of thing has become almost mainstream, but at the time, it was definitely avant-garde."
No buyer has - yet - come up with a sufficiently strong financial backing that would allow the magazine to survive.
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