Bloglovin, a site where users can follow their favorite fashion and lifestyle blogs, is announcing that it has raised a $7 million Series A.
The company was founded in Sweden back in 2007, but it moved its headquarters to New York last year. It basically started out as an RSS reader, and while it’s not a blogging platform per se, it has added more features for browsing and sharing popular content — when I spoke to co-founder and then-CEO Mattias Swenson at the time of last year’s redesign, he told me his goal was to make the site “the ultimate platform” for expressing yourself by curating content that you like.
The company says it now has 16 million unique monthly visitors. In addition to the website, it has also released iOS and Android apps for mobile reading.
As for the Series A, it was led by European investor Northzone, with participation from betaworks, Lerer Ventures, White Star Capital, and Bassett Investment Group. (Bloglovin previously raised a $1 million round.)
“The investment will be used primarily to recruit engineering talent,” CEO Joy Marcus told me via email. (Marcus became CEO in February.) “Our focus remains on enhancing the user experience, particularly around discovery and curation, as well as growing our key women’s lifestyle verticals, including fashion, DIY, beauty, and food.”