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Published
May 11, 2022
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British publisher Future acquires Who What Wear

Published
May 11, 2022

UK publishing group Future, which owns titles including Marie Claire and Country Life, has acquired women’s lifestyle platform Who What Wear from US firm Clique Brands. Although the buying price was not disclosed, reports suggest Future payed around $100 million for the online women’s style title.


WhoWhatWear founders Katherine Power and Hillary Kerr


The deal 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.
 
Katherine Power and Hillary Kerr, former editors at Elle magazine, founded the lifestyle platform in 2006. The pair rolled the site into Clique Brands, a wider consumer lifestyle company, in 2012. Although US-based, it publishes internationally.

According to Future, the website has 12 million users and 10 million social media followers. Currently, it also produces a line of clothing and accessories.
 
Kerr, who is also chief content officer, said: “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.
 
“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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