Sugar Publishing to Buy Social Shopping Start-up

  • September 27, 2007
Tween blog network Sugar Publishing has agreed to buy social shopping start-up ShopStyle.com for an undisclosed sum. ShopStyle help shoppers search multiple retail sites, fashion personal "look books," and network with similarly aspirant fashionistas.

The San Francisco-based blog network, founded in 2005, has also changed its name from Sugar Publishing to Sugar Inc.

The network claims to attract more than 5 million monthly unique visitors, and is backed by the uber-V.C. Sequoia Capital along with NBC Universal. Sugar's presence has been gaining online since NBC began cross-promoting the network with its women's network iVillage.

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