• by Tony Silber , March 23, 2022

Recurrent Ventures announced on Tuesday that it acquired the B2B digital media brand Business of Home, which covers interior design and home furnishings for professionals in that industry.

It’s Recurrent’s first B2B digital media brand.

Business of Home was founded in 2009 by the entrepreneur and journalist Julia Noran Johnston, a veteran of the shelter-magazine space. She will stay on to oversee the day-to-day operations of Business of Home alongside Editor in Chief Kaitlin Petersen. Business of Home’s accompanying event, Future of Home, is part of the transaction.

Terms were not disclosed. All Business of Home employees will join Recurrent.

The combination of Business of Home, Domino, and Lonny, in addition to culinary titles such as Saveur and JancisRobinson.com, gives Recurrent a broader value proposition to offer advertisers and home enthusiasts, Recurrent said in a press release.

The brand’s emphasis on sustainability in both its editorial coverage and events aligns with Recurrent’s view of guiding industry professionals and consumers toward creating homes that keep the planet in mind, the release added.

“Business of Home is so well respected and beloved among design professionals, which makes it the perfect complement to what we’re already doing in design,” Recurrent CEO Lance Johnson said. “The more we’ve spoken with Business of Home’s staff, the more enthused we are about this acquisition and the opportunity ahead of us.” 

Noran Johnston said she’d been thinking about the next step after 13 years of running Business of Home. “When Recurrent acquired Domino last year, we started talking about the potential for collaboration,” she said. “My team and I have built a strong business and we’re excited to have a partner that can help us take it to the next level. We’re looking forward to being part of what Recurrent is building—both what’s in store for Business of Home and for the opportunity to work alongside Domino, Lonny, and the rest of the Recurrent portfolio.”

Recurrent is a digital-media company with a portfolio of 20 brands across automotive, home, lifestyle, military, outdoors and science verticals. It reaches more than 60 million unique visitors each month.