Women’s blog network Sugar is buying StarBrand Media, an online reseller of fashion items used in TV shows. Following the takeover, StarBrand will launch a new platform incorporating its e-commerce service and Sugar’s editorial content.
Under the deal, StarBrand will remain based in Los Angeles and continue to use its own brand. Travis Schneider, StarBrand founder and president, will serve as VP of the unit and the entire StarBrand staff will continue with the company under the new owners.
StarBrand sells clothes, accessories and furniture that feature on popular TV shows. It collaborates with major studios such as CBS, Warner Bros and Lionsgate, along with Telepictures, Showtime Networks and Alcon Entertainment.
Sugar operates 17 female-dedicated blog. It also runs Shopstyle.com, a fashion recommendation site where users can share shopping information and track clothes and accessories.