Time Inc. said today it has purchased personal shopping engine StyleFeeder in an effort to expand its ecommerce presence.
StyleFeeder will become part of Time's InStyle family of brands and its ecommerce technology will power shopping on InStyle.com. Financial details of the acquisition were not released.
"Our focus has been on investing in and growing our core brands," said Ann Moore, Chairman and CEO of Time Inc.
"InStyle has proven itself as a product powerhouse with InStyle Makeover, InStyle Hair, a series of style books and 17 international editions. Adding StyleFeeder will bring personalized shopping into the mix and new opportunities for the group."
StyleFeeder gathers content from a catalog of over 14 million products from thousands of retail partners across the web. Along with getting personalized recommendations, users can track their favorite items, rate and share products and connect with other shoppers. StyleFeeder's browsing interface allows users to filter results by price, brand, product features and color.
"This is a strategic step in building on our digital success," said Fran Hauser, President of Digital for Time Inc.'s Style & Entertainment Group.
"Our brands reach millions of consumers through our websites, social media and mobile products. StyleFeeder's e-commerce technology will open the door to new transactional revenue streams and give the InStyle community an experience they can't find anywhere else online."