Financial terms of the deal were not disclosed, but Future says the acquisition would further strengthen its position in the women's lifestyle vertical in the US, as well as give the group greater scale and reach in North America.
Based in the US, WhoWhatWear has 12 million online users and 10 million social followers.
Future plans to fund the acquisition from its existing debt facilities.
Zillah Byng-Thorne, chief executive of Future, comments: "We are delighted to welcome the WhoWhatWear team to Future. We look forward to working with them to further bolster our women’s lifestyle scale and reach, notably in the US, and are excited about leveraging its scale with our proprietary technology and operating model."
Hillary Kerr, co-founder and chief content officer of WhoWhatWear, adds: “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 a sustainable brand and are excited about the next stage in our growth trajectory as we build our scale and presence as part of Future.”
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