US Lifestyle Publisher Bought By Future

10 May 2022

Bath-headquartered specialist media platform Future has acquired a women's lifestyle publisher in the US.

WhoWhatWear has a strong social presence and diverse revenue streams ranging from digital advertising to eCommerce.

The publisher has 12 million online users and ten million social followers, with 90 per cent of its revenue derived from the US.

The acquisition is designed to further strengthen Future's position in the women's lifestyle vertical and give the group greater scale and reach in North America to further monetise its audience.

It will be funded from Future's existing debt facilities.

Chief executive Zillah Byng-Thorne said: "We are delighted to welcome the WhoWhatWear team to Future. We look forward to working with them to further bolster our Women's Lifestyle scale and reach, notably in the US, and are excited about leveraging its scale with our proprietary technology and operating model."

Hillary Kerr, co-founder and chief content officer of WhoWhatWear, added: "Since our launch in 2006, WhoWhatWear 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.

"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."