Who What Wear digital fashion brand acquired by Future Publishing

 Who What Wear digital fashion brand acquired by Future Publishing


WHAT? The women’s fashion and lifestyle brand Who What Wear is acquired by digital brand company Future Publishing.

THE DETAILS The buy-out will see Who What Wear join 200 brands in Future’s portfolio, with the claim expanding its future reach to more than 20 million readers per month.

Ohana & Co acted as exclusive financial advisor to Who What Wear in the transaction.

Zillah Byng-Thorne, CEO of Future, said, “In the Future, we are building a strong stable of women’s lifestyle brands that connect audiences around the world around fashion, beauty, and lifestyle.We are excited to continue this with Who What Wear.Together, our expertise and synergy is a platform for the growth of existing and new audiences.

THE WHY? According to Future, the acquisition will ‘further strengthen her leadership in the beauty and fashion vertical.’

Hilary Kerr, Co-founder and Chief Content Officer of Who What Wear, said, “Since our launch in 2006, 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, etc. We are creating a lasting brand that will live on for future generations.We are excited to join the forces of the Future as we continue to scale, use our proprietary technology and operating model.



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