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Sugar, Inc Buys Circle of Moms

On February 21st, Sugar, Inc announced that it was acquiring the popular site Circle of Moms. The financial details are not public.

Circle of Moms, well known in the blogging community because of its frequent “Top Blogger” voting contests, was founded in 2008 interestingly enough, NOT by any moms but by two men, Ephraim Luft and Mike Greenfield and boasts over six million members.

Sugar Inc is best known for the pop culture site Pop Sugar, which was founded by Lisa Sugar in 2005, and after becoming wildly popular the company Sugar, Inc was founded in 2006. In 2011, Sugar Inc announced that it drove over $250 Million in commerce to its partners, and is apparently now considering an IPO.

According to the press release by Sugar Inc:

“Acquiring Circle of Moms enables us to extend the reach of our existing mom audience, offer more valuable content, and strengthen our social community” said Brian Sugar, Co-founder and CEO of Sugar Inc. “Circle of Moms has successfully established itself as a leading brand within this highly-coveted demographic. We’re thrilled to welcome the Circle of Moms team to Sugar and partner together in the next phase of our growth.”

Circle of Moms apparently plans to continue with its current management team.

“Today’s announcement begins a new chapter for Circle of Moms and its thriving community,” said Ephraim Luft, Co-founder and CEO of Circle of Moms. “By combining forces with Sugar, we join another new media pioneer and a leadership team that closely shares our vision for delivering smart community-sourced content and a commitment to enriching the lives of moms.”

I’ll probably be accused of letting my feminist bias show (yup), but one thing that’s interesting is that Sugar Inc is a company that unlike Circle of Moms itself and the vast majority of Silicon Valley companies is staffed over 90% by women. Frankly, I happen to think that can only help Circle of Moms.

Are you a Circle of Moms fan? Will you stick with the site through this transition?

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