DIGITAL MERGER: European Web site Aufeminin.com, owned by Axel Springer AG, is taking a 60 percent stake in MyLittleParis.com, effective Jan. 1. Financial terms were not disclosed. Aufeminin said the acquisition would give it “access to a peer base through which it can grow its readership, and a footing in the high-value-added e-shopping universe.”
MyLittleParis, often likened to the American site DailyCandy, is known for its shopping, trend and food recommendations, as well as its sample sales and MyLittleBoxes, an e-shopping offer through monthly subscription. Fany Péchiodat, who previously worked at Beauté Prestige International, founded the site in 2008.
She said the merger would allow MyLittleParis to speed up its growth and international expansion.
Initially a newsletter between friends, in French and English, MyLittleParis has accrued an online community of about a million visitors and is expanding into other French cities, weddings and the men’s market via the site Merci Alfred.
Aufeminin.com counts 44.4 million monthly visitors.