SheKnows Media: Intent to Acquire HelloFlo

March 30, 2016

Frequently Asked Questions

 

When will the acquisition close?

SheKnows Media publicly announced its intent to acquire HelloFlo on March 30, 2016. The acquisition is expected to close in April 2016.

 

What is SheKnows Media?

SheKnows Media is a leading women’s lifestyle digital media company with over 81 million unique visitors per month (comScore, Media Metrix, Multiplatform Key Measures Report, February 2016, U.S.) and 275 million social media fans and followers. The company operates a family of leading media properties that include SheKnows.com, BlogHer.com and StyleCaster.com. SheKnows Media also organizes conferences, including #BlogHer16: Experts Among Us, the largest annual celebration of women online content creators, social media influencers and brand executives, taking place in Los Angeles, August 4-6, 2016. With a mission of women inspiring women, SheKnows Media is revolutionizing the publishing industry by forging a new model that seamlessly integrates users, editors and content creators onto a single platform designed to empower all women to discover, share and create. Whether it’s parenting or pop culture, fashion or food, DIY or décor, our award-winning editorial team, Experts, bloggers and social media influencers produce authentic and on-trend content every day. We dig deep to learn what makes our audience tick, revealing unexpected insights on women and digital media. Our robust, end-to-end suite of premium branded content and influencer marketing solutions generate more than 2 billion ad impressions per month (sources: DFP), allowing brands to distribute authentic content and integrated advertising at scale.

SheKnows Media is based in New York and Scottsdale, Ariz., with offices in Los Angeles, Chicago and Redwood City, Calif. We also operate internationally in Canada, Australia and the United Kingdom.

 

What is HelloFlo?

HelloFlo is a women's health company dedicated to normalizing the conversation about women's bodies so that women can live healthier lives. HelloFlo serves its community by providing content, classes and products to help women and girls navigate physical milestones and changes. HelloFlo is probably best known for its award-winning video content, which takes a straight forward and humorous approach to women's health. 

 

Why will SheKnows Media acquire HelloFlo?

SheKnows Media recognizes that there is a need in the marketplace for credible-yet-approachable information about women’s health. Once the acquisition closes, HelloFlo will become SheKnows Media’s HelloFloflagship women’s health platform and continue to create the scripted, highly sharable standalone videos and series that HelloFlo is known for, which offer advertisers seamless product integration and content for women of all ages and health stages.

The company will also continue to offer HelloFlo’s popular, sponsor-able care kits that provide helpful products and information for women – from girls new to menstruation to soon-to-be mothers.

Finally, SheKnows Media will expand HelloFlo’s e-learning platform, Learn From Her. Created for women, by women, Learn From Her raises awareness for important issues impacting women and their families – such as parenting through puberty, fertility for beginners and sex education for all stages of life. Each on-demand video course offers a multi-lesson curriculum accompanied by quizzes and interactive content taught by a credentialed female expert in the field.

 

How much will SheKnows Media pay for HelloFlo?

Financial terms of the acquisition will not be disclosed.

 

What makes the acquisition advantageous for HelloFlo?

Committed to its mission of women inspiring women, SheKnows Media’s focus dovetails with HelloFlo’s own, which is to empower women and girls to live healthier lives by normalizing conversation about their bodies.

SheKnows Media has a proven record of significant growth bolstered by the acquisition and ongoing development of female-focused sites within its family of sites. The company, which operates several leading sites including SheKnows.com, BlogHer.com and STYLECASTER.com, is achieving top-line growth amid a rapidly consolidating and highly fragmented women’s digital media space, bringing revenue, a profitable business model and strong financial and strategic backing by Great Hill Partners to the HelloFlo business.

Post-acquisition, HelloFlo will benefit from exposure to SheKnows Media’s vast, predominantly female audience of more than 81 million unique visitors per month. In addition, SheKnows Media will build on HelloFlo’s mission by continuing to create HelloFlo’s popular standalone videos, Learn From Her e-learning platform and its care kit business.

 

What will happen to HelloFlo employees?

In March 2016, HelloFlo founder Naama Bloom joined SheKnows Media as Senior Vice President of Integrated Marketing, responsible for developing unique, innovative branded content offerings. HelloFlo staff continue to report to Bloom on the SheKnows Media Integrated Marketing team.

 

What will happen to the HelloFlo website after the acquisition?

The HelloFlo website and social channels will continue to operate as usual in the near term post-acquisition. In the long term, SheKnows Media will determine the best way to more fully integrate HelloFlo content and its e-learning platform, Learn From Her, with SheKnows.com as its flagship women’s health platform.

 

Will there be any office closures?

Previously, the HelloFlo team occupied shared workspace. HelloFlo employees have since moved into SheKnows Media’s New York office to ensure a smooth transition in the weeks leading up to the acquisition.

Scottsdale, Ariz. remains SheKnows Media’s headquarters. The company also operates offices in Redwood City, Calif., Chicago and Los Angeles.

 

Who can I contact for more information about SheKnows Media’s pending acquisition of HelloFlo?

Please email marketing@sheknows.com for more information or questions not answered in this FAQ.