White Cat Media (SheFinds.com) Secures $1.3M in Series A Funding

Share Article

Shopping Site Publisher to Redesign Sites and Launch New Properties

I am extremely excited about our partnership with Greenscape and our plans for expansion

White Cat Media Inc. an online media company that publishes editorial websites about shopping for busy, professional women; announced that it raised $1.3 million in Series A funding. The capital will be used to support site development, marketing, and new property launches. Vancouver-based Greenscape Capital Group is the sole participant in the round. Greenscape has invested in a variety of eco-luxury companies; White Cat Media is a key investment for their long-term Internet strategy.

Based in New York City, White Cat Media began operations in 2004 with the launch of fashion and beauty blog SheFinds.com. The company introduced a second property, MomFinds.com, in 2006. Both properties have developed loyal audiences by offering the best products the Web has to offer through a human based system of curation coupled with a unique editorial voice. Updated content is continuously delivered to users via daily blogs and biweekly e-mail newsletters.

White Cat Media plans to build a network of sites with accompanying newsletters in high-value shopping verticals based on the original SheFinds.com model. The company owns an extensive collection of domains for future launch including BrideFinds.com and MaternityFinds.com. Ultimately, this network will offer advertisers an integrated marketing solution which will aggregate a motivated consumer base. White Cat Media has devised a capital efficient, highly scalable model that utilizes multiple revenue streams including advertising, affiliate commission, and content syndication.

Founder and CEO, Michelle Madhok, will continue to lead the company. Madhok has played key roles at CBS.com and most recently served as group director of online content at AOL before starting White Cat Media. "I am extremely excited about our partnership with Greenscape and our plans for expansion," says Madhok. "We have done well considering this business was started with just a few thousand dollars and has never taken any type of additional investment. Now that we have fresh capital our biggest priority is a full redesign for the sites and newsletters. We will also upgrade our content offering by improving both scope and quality."

Michael Palka, formerly chief strategy officer, will assume the role of president and COO. Palka has held a variety of senior level positions at Fortune 500 consumer companies and major Internet organizations including Ask.com and iCrossing Inc. "We respect Greenscape's vision and their ability to see the potential this business truly has" explains Palka. "Our fundamental model has been successful but the execution and user experience need substantial improvement."

Brad Scharfe of Greenscape adds, "White Cat Media has built a tremendous platform. Our financing will provide the resources necessary to help them make their core properties, like SheFinds.com, into true media brands." Scharfe will join Madhok and Palka on the company's board of directors.

About White Cat Media Inc.
White Cat Media Inc. is an online media company that publishes editorial websites about shopping for busy, professional women. With core properties SheFinds.com and MomFinds.com, the company delivers the best products of the web. White Cat Media's diversified revenue model is both capital efficient and scalable; it will be used to expand into multiple properties in high-value shopping verticals.

About Greenscape Capital Group Inc.
Greenscape Capital Group Inc. is a forward-thinking eco-luxury company that is acquiring and managing a portfolio of emerging companies that design and manufacture fashionable luxury products that are eco-friendly or are in the process of becoming more environmentally-responsible. Additionally, Greenscape invests in online media and Internet technologies that provide an eco-friendly means to communicate information and enable the efficient delivery of goods and services.

Communications Department
press (at) shefinds.com.


Share article on social media or email:

View article via:

Pdf Print

Contact Author

Michael Palka
Visit website