Sugar Inc. Agrees to Buy Circle of Moms Social Network | Adweek Sugar Inc. Agrees to Buy Circle of Moms Social Network | Adweek
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Sugar Inc. to Buy Circle of Moms Social Network

PopSugar owner also considering IPO
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Online media and commerce company Sugar Inc. has agreed to buy Circle of Moms, a social network of 6 million mothers.

Sugar Inc., which operates entertainment news blog PopSugar, declined to disclose terms of the deal to buy the San Francisco-based social network, which initially launched on Facebook in 2008.

Brian Sugar, co-founder and CEO of Sugar Inc., said that while his women’s lifestyle company has other websites that appeal to mothers, the addition of a mom-centric social network extends Sugar’s reach in a new way.

“We didn’t have sites where moms could talk to each other and help each other out,” he said. “It’s an awesome communications site for moms and moms-to-be.”

Circle of Moms engages readers through news and advice on parenting topics, offers a place for mothers to share special moments of a child’s life, and provides communities of trending conversations and topical discussions. After the acquisition, the social network will continue to operate independently, and Circle of Moms co-founder and CEO Ephraim Luft will remain in his role.

Sugar also said his company is now considering an initial public offering. Founded in 2006 by Sugar and his wife Lisa, Sugar Inc. is backed by investors like Sequoia Capital and Institutional Venture Partners. Sugar has more than 28 million monthly unique visitors on its 39 sites providing specialized content for women 18-34 years old.