Sugar Inc acquires FreshGuide

Sugar Inc. has signed a definitive agreement to acquire FreshGuide Inc., which operates FreshGuide.com and BookFresh. FreshGuide.com is an online women-focused city guide that provides access to exclusive daily offers from a selection of local businesses in beauty, health and fitness, dining, travel getaways and other relevant categories. BookFresh provides an online booking service for local businesses, such as spas and salons.

Sugar Inc. is a diversified women’s media company that includes PopSugar Network and PopSugar TV, producing original content and social community for women, and ShopStyle, a social shopping service that brings together the most fashionable stores and the best brands. Sugar has had rapid organic audience growth since inception four years ago and today reaches over 16M monthly unique visitors globally. The company is privately held and backed by investor Sequoia Capital.

“We are constantly striving to add innovative offerings that entertain and delight our audience,” said Brian Sugar, founder and CEO of Sugar Inc. “We felt there were tremendous synergies between Sugar and FreshGuide that could be achieved by combining our large audience with their local service. We are very excited to be able to bring to our readers exclusive daily offers at the best places to eat, exercise, shop and relax in their local areas.”

FreshGuide was founded in 2008 by Ryan Donahue, a veteran of Pay Pal, and launched its first service, BookFresh, later that year. In January 2010, the company launched Freshguide.com to provide local offers by city. Currently, FreshGuide operates in four markets: San Francisco, Silicon Valley, Los Angeles and Seattle. FreshGuide will continue to operate under Sugar Inc. as a separate brand.

“FreshGuide is focused on providing exclusive, local offers for women. By integrating our service with the PopSugar Network’s addictive editorial content, we are creating a city-based editorial and offers of unmatched quality in the market,” said Donahue. “This acquisition will also allow us to dramatically expand our reach and accelerate our growth. We plan to launch FreshGuide in 30 additional cities over the next 18 months in the U.S. and internationally in the UK, France, Germany and Australia where Sugar Inc. has operations.”

Location: USA, San Francisco, CA

Ref: F231109-488

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