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Bryan Goldberg and Rachel Zoe. Photo: Bustle

Bustle Digital Group will announce today that it is acquiring The Zoe Report from Rachel Zoe, Inc., a popular fashion and lifesytle brand for young women. Terms of the deal, effective April 1, are not disclosed. The deal is a combination of cash and stock. Upon close, Rachel Zoe will become a significant shareholder of Bustle Digital Group.

Why it matters: The Zoe Report is joining Bustle, Romper and Elite Daily as the fourth major brand in the Bustle Digital Group. The acquisition comes as more digital media holding companies looks to acquire and scale to gain better leverage with digital distributors, like Google and Twitter.

Goldberg describes Bustle's strategy as becoming "the digital native Conde Nast."

"We are planning many more acquisitions in the years to come ... There are other Fashion properties we admire — perhaps with different perspectives or target readers."
— Bryan Goldberg, Bustle Digital Group CEO.
  • He says Bustle will take a deeper look at soft-news categories categories like travel, wellness, home decor, and food. "But we will also double-down on fashion, beauty, parenting, and other verticals where we have existing strength."
  • Most recently, Bustle Digital Group acquired Elite Daily from Daily Mail in 2017.

What's in it for Bustle? By acquiring The Zoe Report, Bustle Digital Group will significantly expand its reach into the fashion, beauty, and luxury verticals. Bustle will also have access to The Zoe Report’s 2 million+ email subscribers and sizable social audience. It acquires roughly 20 people from The Zoe Report.

  • "The Zoe Report is a great example of what the company intends to do," Goldberg tells Axios. "It is a property with significant revenue, because of its authority in a specific category. Our scale and infrastructure allows us to grow that revenue, while limiting the impact on marginal operating costs."

What's in it for Zoe? It's been a difficult few years for fashion and luxury media brands, as they continue to compete with social-first digital upstarts, like Glossier and The Spring. The sale gives The Zoe Report access to a wider set of resources, like audience data and sales infrastructure, that it can use to better manage market volatility.

  • "Over the coming months, we will plug The Zoe Report into our technology stack, and we will provide clients with access to our incredible branded marketing and sales support teams. We will offer audience extension to clients who require scale in addition to fashion authority."

The Zoe Report will continue under its own masthead with founder Rachel Zoe remaining in an active role as Founder and Editor-at-Large.

Go deeper

Dave Lawler, author of World
19 mins ago - World

Biden's blinking red lights: Taiwan, Ukraine and Iran

Photo illustration: Aïda Amer/Axios. Photo: Stefani Reynolds/Getty Images

Russia is menacing Ukraine’s borders, China is sending increasingly ominous signals over Taiwan and Iran is accelerating its uranium enrichment to unprecedented levels.

The big picture: Ukraine, Taiwan and Iran’s nuclear program always loomed large on the menu of potential crises President Biden could face. But over the last several days, the lights have been blinking red on all three fronts all at once.

Updated 7 hours ago - World

Skripal poisoning suspects linked to Czech blast, as country expels 18 Russians

Combined images released by British police in 2018 of Alexander Petrov (L) and Ruslan Boshirov, who are suspected of carrying out an attack in the in the southern English city of Salisbury using Novichok, a military-grade nerve agent, and also the2014 Czech depot explosion. Photo: Metropolitan Police via Getty Images

Czech police on Saturday connected two Russian men suspected of carrying out a poisoning attack in Salisbury, England, with a deadly ammunition depot explosion southeast of the capital, Prague, per Reuters.

Driving the news: Czech officials announced Saturday they're expelling 18 Russian diplomats they accuse of being involved in the blast in Vrbětice, AP notes. Czech police said later they're searching for two men carrying several passports — including two with the names Alexander Petrov and Ruslan Boshirov.

Indianapolis mass shooting suspect legally bought 2 guns, police say

Marion County Forensic Services vehicles are parked at the site of a mass shooting at a FedEx facility in Indianapolis, Indiana, on Friday. Photo: Jeff Dean/AFP via Getty Images

The suspected gunman in this week's mass shooting at a FedEx facility in Indianapolis legally purchased two "assault rifles" believed to have been used in the attack, police said late Saturday.

Of note: The Indianapolis Metropolitan Police Department's statement that Brandon Scott Hole, 19, bought the rifles last July and September comes a day after the FBI told news outlets that a "shotgun was seized" from the suspect in March 2020 after his mother raised concerns about his mental health.