Aiming for an audience that is more high-street than high fashion, Vancouver-based website The Style Spy has expanded its editorial reach and launched with four contributors in Toronto.

Editor-in-chief and publisher Erica Lam, who launched the site five years ago, tells MiC the expansion coincides with the addition of Style Spy TV on the site, which presents new advertising opportunities for clients looking to reach the site’s 18- to 34-year-old female demographic.

“Previously we only ran banner ads and sponsored emails,” she says. “With the expansion and launch of Style Spy TV we can run video blogs on product reviews or shopping mall videos where we go to the store and talk about items. We work with each client to customize plans and make them feel really engaged.”

Lam says The Style Spy isn’t trying to compete with Flare, Fashion, or Elle Canada magazines, rather showing brands and items regular people are more likely to buy and use.

The site currently gets 25,000 unique visitors a month according to Google Analytics, a number Lam would like to see increase by 300% by the end of the year.

“We don’t go after the market that high-end fashion magazines go after,” she says. “We are for Canadian women that maybe need a bit of shopping help, we talk about brands that are accessible.”