Company Plans to Integrate StarBrand Media’s Access to Popular Television Shows with Sugar Network, ShopStyle San Francisco, CA, May 21, 2008Sugar Inc. announced today that it has entered into an agreement to acquire StarBrand Media Inc., the entertainment marketplace that connects viewers to wardrobe, set-decorations, props and products featured in motion pictures, television shows, and music videos. StarBrand Media will become a wholly owned subsidiary of Sugar Inc. and will launch a new destination site incorporating the editorial, commerce, and community strengths of Sugar and ShopStyle. StarBrand Media works with TV shows and movies to allow viewers to shop the wardrobe, set-décor, props and products seen on the screen. Working directly with the major entertainment companies, StarBrand powers a section of their websites so consumers can “shop the show.” Working with CBS, Warner Bros Television, The CW, Telepictures, Showtime Networks, Alcon Entertainment and Lionsgate, StarBrand powers the shopping sections of the websites for the following productions: Gossip Girl, America’s Next Top Model, Weeds, One Tree Hill, The L Word, Smallville, The Tyra Banks Show, and others. The addition of StarBrand to Sugar Inc.’s portfolio will enhance the company’s editorial, commerce and community assets. Through the Sugar Network, the company’s 17 lifestyle and entertainment blogs for women, StarBrand will provide editors with direct access to the people behind the scenes at some of television’s most popular shows, and allow for more detail in some of the blog network’s most popular features, including:
  • FabSugar’s “I Want This Wardrobe”: A breakdown of the outfits worn by characters on the season’s hottest shows.
  • BellaSugar’s “How To”: A step-by-step guide to achieving the look of readers’ favorite TV show characters.
  • CasaSugar’s “Get the Look”: A look at the furniture and décor featured on the sets of our favorite TV shows.
StarBrand will work closely with Sugar Inc.’s commerce arm, ShopStyle, to link to retailers so consumers can shop the items featured on the show’s sites. ShopStyle, the social shopping site that revolutionized the way women shop for fashion, announced the launch of ShopStyle Living earlier this year, thus allowing consumers to cross-shop hundreds of thousands of apparel, home decorating, and kids items – all in one place. Through ShopStyle’s clothing and home channels, viewers will now have the ability to easily purchase the items they see on TV. StarBrand Media, based in Los Angeles, California, will continue as a standalone property, enabling it to work closely with Sugar Inc.’s Sugar Network as well as other leading brand and media partners. StarBrand employees will continue with the company under Sugar Inc.’s ownership. StarBrand founder and president, Travis Schneider, will serve as VP of StarBrand Media. Financial terms of the deal were not disclosed. “As part of Sugar Inc., we look forward to providing an unparalleled set of editorial and shopping features for the websites of our TV network and media company partners,” said Travis Schneider, president of StarBrand Media. “Today’s announcement will also allow us to extend StarBrand Media’s capabilities and reach through integration with the Sugar Network and ShopStyle.” Brian Sugar, founder and chief executive officer of Sugar Inc., said: “StarBrand Media’s relationships with the networks and production companies will provide our readers with unmatched access to the information they desire. Similar to our work with NBC and Bravo, this partnership allows us to further demonstrate our ability to merge content, commerce and community in unprecedented ways.” About Sugar Inc. Sugar Inc. is an online media network focused on creating the richest, most relevant online community for trendsetting, passionate and smart women. The company owns and operates ShopStyle, Coutorture Media, StarBrand Media and the Sugar Network, which includes the insanely addictive flagship website, PopSugar as well as BellaSugar, BuzzSugar, YumSugar, FitSugar, GeekSugar, GiggleSugar, LilSugar, CasaSugar, SavvySugar, CitizenSugar, DearSugar, TeamSugar and FabSugar, the 2007 People's Choice Webby winner for Fashion. Founded in April 2006, the San Francisco-based Sugar Inc. overall receives approximately 8 million unique visitors a month. World-class investors including Sequoia Capital and NBC Universal fund Sugar Inc. ###