StyleHive Acquires StyleDiary; Adds Content To Social Shopping

StyleHive, an SF-based social shopping site oriented towards fashion, has acquired StyleDiary, a fashion media site. Terms of the acquisition were not disclosed. StyleHive is basically a social bookmarking service, where users can submit, tag and vote on fashion items; last year, it raised $2.62 million from Lightspeed Venture Partners. The acquisition of LA-based StyleDiary will bolster its content offerings, as StyleDiary has both user blogs and original editorial content revolving around fashion and style. StyleDiary founder and CEO Patricia Handschiegel joins StyleHive as West Coast bureau chief, working on fashion content and community development; co-owner and CTO Will Kapke will leave after the transition.

Other players in the social shopping space include broadly focused sites, like Kaboodle (acquired by Hearst) and ThisNext.com, as well as StyleFeeder, which also has a fashion focus.

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