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Future Publishing Acquires Who What Wear from Clique Brands

May 19, 2022
May 19, 2022
Who What Wear

Global digital brand powerhouse Future Publishing has acquired Who What Wear, a leading digital women's fashion and lifestyle brand, from Clique Brands.

WHO: Fashion website Who What Wear was founded by former Elle magazine editors Katherine Power and Hillary Kerr in 2006. For more than a decade, Who What Wear has been changing the way women feel about fashion and beauty, championing for greater inclusiveness and accessibility for women everywhere. Who What Wear has been a digital media pioneer with a strong affiliate business, and became a main entry point into the digital advertising world for many iconic fashion and beauty advertisers.

Future is a global multiplatform media company and leading digital publisher, with scalable brands and diversified revenue streams. Every month, it connects over 400 million people worldwide with their passions, through expert content, world-class events, and cutting-edge proprietary technology. Every year Future attracts millions of consumers to its brands' websites, magazines, events, and social spaces. Its factual production company Future Studios specializes in producing amazing content, enjoyed and shared by millions of people worldwide.

Its market-leading portfolio of over 240 brands spans technology, games, TV and entertainment, women's lifestyle, luxury, wealth, knowledge, music, creative and photography, sports, home interest, and B2B sectors. Brands include: TechRadar, Gamesradar+, Tom's Guide, CinemaBlend, Marie Claire, Decanter, Kiplinger, The Week, Guitar World, Digital Camera World, and Live Science.

WHY: The deal will further reinforce Future Publishing’s leadership in the beauty and fashion vertical. Both Who What Wear and Future place proprietary technology and data at the core of their businesses. Understanding the search terms, social trends, and purchasing habits of audiences provides their advertisers with vital information on how to engage fashion and beauty audiences. Future already reaches over 64.6 million women in the US every month, and has built a deep understanding of digital audiences and their purchase habits. Future will bring its comprehensive diversification strategy to Who What Wear, using its proprietary technology to optimize advertising opportunities for brands.

IN THEIR OWN WORDS: "At Future, we've built a strong stable of women's lifestyle brands that connect with audiences across the globe around fashion, beauty, and lifestyle. We're thrilled to drive this further with Who What Wear. Together, our expertise and synergy is a platform for growth in existing and new audiences," said Zillah Byng-Thorne, Future's CEO.

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, and more. We have created an enduring brand that will live for generations to come. We are excited to join forces with Future as we continue to scale, leveraging our proprietary technology and operating model."

"The opportunities we can realize by bringing our businesses together are beyond exciting," Future's Byng-Thorne said. "We'll benefit from Who What Wear's leading direct advertising sales capabilities and social media expertise, while Who What Wear will benefit from our audience expertise and our experience in accelerating global women's lifestyle brands."


  • Future acquired Who What Wear from Clique Brands for an undisclosed amount. 
  • Who What Wear will join Future's family of over 200 leading brands—including Marie Claire, Wallpaper, Homes & Gardens, and Tom's Guide—to bolster their women's lifestyle titles.
  • With an average monthly audience reach of 8 million unique users and a social following of over 108 million, Who What Wear will expand Future's reach to over 20 million readers every month with its Women's Network brands.
  • Ohana & Co. acted as exclusive financial advisor to Who What Wear in this transaction.

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