"The Fairfax Media-owned Allure Media has been adding to its online brands ever since the media group acquired the independent digital publisher. The portfolio of nine brands is into double figures now with the arrival of Kin Community Australia, which will launch in September.
The US-based Kin Community was founded in 2007 and uses short-form video, delivered predominantly via social media channels such as YouTube, to reach young women around the world with home-focused content across food, home and DIY categories."
"Allure Media CEO Jason Scott told Mediaweek Kin hadn't been on Allure's radar for a long time. “What we do at Allure is spend a lot of time watching trends in the media and publishing business and there were a few big things that started to collide when we looked at this particular business. That included video and the seemingly unstoppable growth of the mobile device. It also links into large-scale distribution platforms in the form of YouTube, but also growing social platforms. This version of content creation fuses creative people with large followings and Kin caught our attention by being in a super-complementary vertical focused on millennial women.”
Allure Media participated in a recent round of funding for Kin Community to help their growth plans, but Scott was not able to detail what size of an investment Allure made. “Partnerships are very key to Allure Media and being able to participate in the Kin funding was a terrific opportunity and it sat nicely alongside the opportunity to bring Kin into Australia.” Scott did say that Allure didn't have equity in any other international brands it partners with in Australia."