UK publisher Future acquires Who What Wear

UK publishing group Future, which owns titles such as Marie Claire and Country Life, has acquired women’s lifestyle platform Who What Wear from US firm Clique Brands.

The company did not disclose the buying price. However, reports suggest Future payed around $100 million for the online women’s style title.

The acquisition will make Future the sixth-largest fashion and beauty publisher in the US, as the media company looks to accelerate “scale and revenue opportunities” there.

Who What Wear was founded by former Elle Magazine editors Katherine Power and Hillary Kerr in 2006. The pair rolled the site into Clique Brands, a wider consumer lifestyle company, in 2012. Although US-based, it publishes internationally.

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According to Future, the platform has 12 million users and 10 million social media followers. It also produces a line of clothing and accessories.

“Since our launch, Who What Wear has been and will continue to be a pioneer in every form of digital content, from website and social media to live stream shopping, podcasts, and more,” Kerr said.

“We have created a sustainable brand and are excited about the next stage in our growth trajectory as we build our scale and presence as part of Future.”

Future said its content already reaches a third of adults online in the US and the latest acquisition, funded by existing debt, “will accelerate growth in a key market”.

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