Allure Media strikes deal with Kin Community following $13.5m cash boost

Pippa Chambers
By Pippa Chambers | 18 July 2016
Kin Community

Hot on the heels of raising (US) $13.5 million in a funding round, multi-channel women's platform Kin Community has now partnered with digital publisher Allure Media, to launch the offering in Australia.

Founded in 2007, Kin Community says it has more than 170 million social followers and serves more than 600 million video views every month. It aims to inspire and inform young women around the world through home­-focused content and community.

Its short-form video content covers off food, home, and DIY and thanks to the Allure deal, in which it becomes Kin Community’s exclusive media representative in Australia and New Zealand, Kin Community Australia - a local extension of the global Kin Community - is expected around September 2016.

Its video is delivered predominantly via social media channels such as YouTube, to inspire and inform young women around the world with home­-focused content spanning food, home and DIY categories.

Allure Media CEO Jason Scott said: “Kin Community Australia will foster and support new relationships with leading lifestyle content creators and bring world­ class brand content and marketing solutions to leading local advertisers.

“The expansion of the global Kin phenomenon into Australia represents a significant opportunity for the considerable depth of talented content creators who are quickly gaining popularity. Kin Community Australia will be a powerful new way for advertisers and brands to reach these deeply­ engaged consumers.”

Kin Community Australia already has established relationships with local content creators, including Ann Reardon (How to Cook That) and Andy and Sonia (AndymetSonia), and is developing a strong talent pipeline for the launch. 

Kin Community Co­- founder and CEO Michael Wayne said: “There are over 800 million young women around the world on a journey to define home for themselves. Partnering with Allure Media in Australia is a critical step in furthering our mission to inspire and inform this generation through our extraordinary content and creator community.”

Kin’s global creator community includes Rosanna Pansino (Nerdy Nummies), Hannah Hart (MyHarto), Jenn Im (Clothes Encounters), Lauren Riihimaki (LaurDIY) and Rachel and Byron Talbott. 

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