Future carries women’s fashion platform WhoWhatWear as it eyes growth in the US

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Tuesday, May 10, 2022 10:45 a.m.

Publisher Future has nabbed women’s lifestyle platform WhoWhatWear as it seeks to expand its reach in the US.

Shares of the FTSE-250 company rose about 1% in Tuesday morning trading.

Future, which owns titles such as Tech Radar and Marie Claire, has acquired WhoWhatWear from US-based Clique Brands, for an undisclosed amount.

“We are thrilled to welcome the WhoWhatWear team to Future,” said Zillah Byng-Thorne, Managing Director of Future.

“We look forward to working with them to further enhance the scale and reach of our women’s lifestyle, especially in the United States, and we are excited to leverage its scale with our proprietary technology and operating model. . »

According to data from Google Analytics, the website has 12 million users and 10 million social media followers, Future said Tuesday morning.

The deal is expected to make Future the sixth-largest fashion and beauty publisher in the US, as the media company seeks to accelerate “US scale and revenue opportunities”.

Katherine Power and Hillary Kerr founded the lifestyle platform, which also offers a clothing and accessories line, in 2006.

“Since our launch in 2006, Who What Wear has been and will continue to be a pioneer in all forms of digital content, from website and social media to live shopping, podcasts and more,” Kerr, co- founder and chief content officer of WhoWhatWear, said.

She added, “We have created an enduring brand and are excited about the next step in our growth trajectory as we expand our scale and presence as part of Future.”

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