ShopStyle owner focuses on content to drive UK growth

US-based Sugar Inc, parent company to social shopping engine ShopStyle, is looking to expand its presence in the UK by driving awareness around its content sites PopSugar and FabSugar.

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The company says it aims to become the world’s largest female-focused lifestyle media company by pushing the original content available on its celebrity and fashion sites.

Sugar Inc will use some of the $46m (£28m) it has secured in external investment since it was founded in 2006 to fund its UK expansion drive.

European director for Sugar Inc, Shannon Edwards, says: “We’ve been phemonenally successful in building brand awareness for ShopStyle in the UK, it has grown tremendously, and we would like to bring awareness of our fantastic content in line with that.”

She adds that ShopStyle is the “engine” for e-commerce at the company and says Sugar Inc will also be looking for further media partnerships outside its own portfolio to extend the shopping tool’s reach.

ShopStyle already powers e-commerce for Channel 4.com’s Style section and magazine websites such as Glamour and Elle.

Sugar Inc. says it reaches a global audience of 20 million across its entire portfolio of fashion, beauty, pet and blogging websites.

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