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Sugar Publishing, the company behind PopSugar and a network of other sites, has acquired ShopStyle, a social shopping site targeted at women. The company, which is also renaming itself Sugar, Inc, plans to integrate ShopStyle across its various brands as its main shopping engine.
According to founder and CEO Brian Sugar:
“… The combination of ShopStyle’s technology, the easiest and most elegant way for women to shop for fashion online, and the Sugar community, gives us the opportunity to merge content, community and commerce to effectively reach women in a way that has never been done before.”
Sugar Inc. noted that it is currently attracting 5 million unique visitors each month. The company also announced earlier this year an investment from NBC Universal Digital Media, which plans to cross-promote Sugar Inc content on iVillage.