Online fashion and shopping platform, Who What Wear, has been acquired by Future, the parent company of the Marie Claire magazine, for an undisclosed amount.
The acquisition will help Future tap into Who What Wear’s social media following of 10 million users, making it the sixth-largest fashion and beauty publisher in the U.S. It will also help the publisher benefit from the shopping platform’s advertising and sales capabilities. Meanwhile, Who What Wear will gain access to Future’s technology stack and operations model.
Future already has an audience reach of more than 64.6 million women in the U.S. and has developed an understanding of digital audiences and their purchase habits.
“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,” said Hillary Kerr, co-founder of Clique Brands and chief content officer of Who What Wear.
The California-based shopping platform was launched in 2006 as an online style and shopping guide. In 2016, it began selling apparel in the U.S. market through an exclusive partnership with Target. More recently, the company has expanded into other categories such as accessories and footwear in the U.K. market.
Investment bank Ohana & Co., which has previously worked with Violet Grey, served as an adviser on the deal for Who What Wear.