Skye Associates, an e-commerce firm that operates the Web sites for fashion brands, has acquired PinkMascara.com.
Terms of the transaction were not disclosed. Renee McCracken, who owned Pink Mascara, will stay with the firm as head contemporary buyer for the site.
Founded in 2006, Skye provides Web design, e-commerce technology, product photography, public relations and warehousing and fulfillment for its clients.
Skye’s business model features a two-pronged approach. One is the management side that operates the e-commerce sites of individual brands. The other is the acquisitions component where it buys multibranded sites that it also operates.
Adam Hanin, who owns Skye, said the plan for the management side of the business over the next 12 months or so is to launch 12 to 15 individual brand sites. The company currently has eight pending deals for individual brand sites. As for acquisitions, it plans to acquire over the same time period two to three multibranded sites.
Skye has completed four acquisitions since May 2010. They include PinkMascara.com, DesignsByStephene.com, FantasyJewelryBox.com and Yoga-Clothing.com. A fifth site that it owns is StyleTryst.com, which Skye launched in-house. On the management side, the firm operates 23 fashion Web sites.
All acquisitions to date have been completed through self-financing and cash flow, although Hanin isn’t ruling out a possible search for financing down-the-road given its planned acquisition spree.