The results are in for PopSugar and the site had a record-breaking October, during which time it saw more than 93 million video views and more than 1 billion page views, according to newly named president Lisa Sugar. The monthly results, which tend to be strong and carry through the holidays, came just as the company positioned itself for global growth with the creation of the president’s role, revealed this week.
Sugar’s appointment formalizes a growing set of duties she’s been adding alongside her editor in chief role at the company she cofounded in 2006 with her husband Brian Sugar. PopSugar has already been in Australia and the U.K., the latter of which is its largest international market by revenue, for the past eight years. The company’s shopping site ShopStyle has been in Japan for the past five years.
Next year will see greater pushes into Asia, with China one of the markets it’s eyeing, and eventually the Middle East.
Each time the company enters a new market, it weighs the size of the audience and the potential revenue it can make via the brands there, Sugar said.
“When we work with brands, the brands are global, right? So we want to be able to work with them on a global level as well, and in some cases it’s just another way that we can really operate with the brands that we work with on that next level,” she said.
The privately held company doesn’t disclose sales but claims it helps to drive more than $1 billion in sales to its retail partners across its business units, which would be the PopSugar publishing arm, ShopStyle and subscription box PopSugar Must Have. The company has raised $46 million to date with investors that include Sequoia Capital and Institutional Venture Partners.
Sugar’s role as president also has her helping the company continue to shepherd its native advertising efforts via its in-house, two-year-old agency PopSugar Bakery.
“The Bakery was created because we really wanted to serve our brand partners well beyond banners and buttons and creating great content,” she said. “We wanted to be able to give them access to data….We’ve just seen that need growing more and more over the years as our partnerships over the years have gotten larger.”
The company has offices in San Francisco, New York and Culver City, Calif. The Culver City office is the largest in terms of studio space with roughly 80 percent of the video content being shot there.