Bath-based media conglomerate Future Plc has completed a significant acquisition, purchasing the digital fashion and lifestyle brand SheerLuxe along with its sister company Blush Talent MGMT for a total of £40 million. This strategic move is designed to broaden Future's audience base and strengthen its content monetisation capabilities across multiple platforms.
Strategic Expansion into Digital Fashion
Future Plc, renowned for publishing titles such as The Week and Marie Claire magazine, has identified SheerLuxe as a key addition to its portfolio. Originally established in 2007 by founder Georgie Coleridge Cole as a simple directory of online retailers, SheerLuxe has transformed into a prominent UK digital publisher focusing on women's fashion and lifestyle content. Notably, the brand has cultivated a substantial audience that is not heavily reliant on Google for traffic, instead building a loyal following through organic growth.
Financial Performance and Growth Trajectory
In the financial period ending September 2025, SheerLuxe reported impressive revenues of £12.6 million, with an EBITDA of £5.1 million, reflecting a robust profit margin of approximately 40 per cent. The business has demonstrated strong organic growth, achieving a compound annual growth rate of over 32 per cent since the 2023 financial year, all while remaining fully self-funded without external investment.
Audience and Demographic Appeal
The acquisition grants Future access to SheerLuxe's expansive audience of six million individuals, spread across social media channels, newsletters, websites, and podcasts. This audience is particularly valuable as it includes a significant Gen Z demographic, which Future aims to engage more deeply. By integrating SheerLuxe's content and community, Future plans to enhance its platform effect and drive further commercial opportunities.
Leadership Perspectives on the Deal
Kevin Li Ying, Chief Executive of Future, expressed admiration for SheerLuxe, highlighting its strong brand credibility and growth potential. He stated that SheerLuxe's combination of rapid expansion and a dedicated, high-value audience makes it a highly complementary fit for Future's existing portfolio. The deal was financed using Future's existing facilities and includes provisions for a potential earn-out, underscoring the strategic nature of the investment.
In an official statement, Future emphasised that SheerLuxe represents a unique investment opportunity aligned with its strategic objectives, offering multiple avenues to leverage the platform effect across its brand portfolio. Georgie Coleridge Cole, founder of SheerLuxe, remarked that joining Future marks a major milestone for the brand, which has evolved into an authoritative voice in fashion, beauty, culture, and lifestyle since its inception.
She expressed excitement about collaborating with Future's innovative media approach and working alongside Kevin Li Ying and the broader team to achieve new heights. This acquisition signals Future's commitment to expanding its influence in the digital publishing space, particularly in the competitive fashion and lifestyle sectors.
