WhaleShark Media Rebrands and Buys a Shop

Online couponer becomes RetailMeNot

If deals players like Groupon and LivingSocial falter, you can bet your bottom dollar that online couponers—which have been around since the Internet's genesis—will still be present.

One of the survivors could be WhaleShark Media, which today announced that it was changing its corporate name to RetailMeNot—one of its main individual brands for the last few years—and acquiring Amsterdam-based competitor Actiepagina.

Sources estimated the purchase price at nearly $10 million. Actiepagina joins a slew of other international online couponers that have been swallowed up by the Austin, Texas-based firm since 2009, including VoucherCodes (United Kingdom), Poulpeo (France), Deals.com (Germany) and RetailMeNot (Australia). 

Under the new moniker, the company hopes to improve on the 450 million total visits it says it accrued during 2012. Macy's, Target, Lenovo, Kohl's, HP and Radio Shack use the RetailMeNot platform to offer small and large discounts in nearly an ongoing fashion for their e-commerce sites—rather than the staple 50-percent-off pitches often seen for a limited time from retailers on Groupon and LivingSocial.

"We [regularly] have 500,000 coupons live from tens of thousands of merchants," RetailMeNot representative Brian Hoyt said. He added that the company uses search engine marketing, affiliate partners and email to reach consumers. The firm has grown to 330 employees worldwide, up from less than 200 staffers a year ago, according to Hoyt.