THE WHAT? Women’s fashion and lifestyle brand Who What Wear has been 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 acquisition expanding Future’s reach to more than 20 million readers every month. 

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

Zillah Byng-Thorne, Future’s CEO, said, “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.”

THE WHY? According to Future, the acquisition will ‘further reinforce its 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, 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.”