March 31, 2016
SheKnows Media has agreed to acquire HelloFlo, an e-commerce company focused on providing products, care packages, content and services for women and girls, in a deal expected to go through next month.
HelloFlo founder Naama Bloom has already joined in a senior VP of integrated marketing role. Post-acquisition, she’ll continue to lead HelloFlo, which will take the lead as SheKnows’ women’s health platform with an opportunity to reach their 81 million monthly viewers and 270 million followers over various social media channels.
Bloom had this to say about the news, “This morning I woke up both ecstatic and wistful… I have both hated and loved being a founder and this acquisition is hitting me in a profound way. I know I’m making the right choice and I’m excited about what’s to come but I wasn’t prepared for the feelings to be quite so complex. I guess it shouldn’t be such a surprise.”
Despite being an e-commerce company, HelloFlow gained a tremendous following as creator of viral video content. On its two most popular videos alone – “Camp Gyno” and “First Moon Party” – the site has received more than 50 million views in total. But with this new deal with SheKnows Media, HelloFlo can expand in ways that were limited before, including producing more women’s health content.
HelloFlo is the third acquisition for SheKnows, following other purchases including the popular BlogHer platform, focused on female social-media influencers, as well as the Stylecaster women’s style website. HelloFlo’s introduction to this network will result in more branding flexibility to expand within the women’s health and entertainment market, as well as the possibility of exploring new e-commerce ventures.
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