Sugar Inc., hot off their first acquisition (ShopStyle) two weeks ago, is announcing their second deal tonight – the purchase of fashion blog network Coutorture. Deal size is not being announced, but it was a mix of cash and stock.
Coutorture has a network of 230 blogs written by readers, who compete for headline space on the main Coutorture site. The company has raised just a single angel round, of $100k or so.
Sugar Inc., with backing from Sequoia Capital and NBC Universal, may be paving the way for future blog and content rollups in the technology space. Fashion and celebrity gossip, the two content cornerstones for Sugar, drive massive page views (the company says they are seeing 45 million monthly page views from 5 million unique visitors). And the pedigree of the company’s investors allows them to pick and choose the best competing properties to acquire. How long, I wonder, before Sugar Inc. starts getting a few acquisition offers of their own?