thredUP Acquires Momologie and Launches The Daily Thred

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The kids clothing swap website layers on an interactive content platform

Our goal here is to deliver content in a way that promotes community, sparks conversation, and gets moms sharing.

thredUP Inc, the nation’s leading online mom-to-mom swapping platform, announced it has acquired Momologie, a website and weekly newsletter where parents get the latest in family living. Today, thredUP re-launches the acquired editorial platform as “The Daily Thred,” where moms read and engage with one interesting topic per day. The move is in line with thredUP’s mission to be the online destination for moms to swap anything from kids clothing to parenting advice.

The Daily Thred merges editorial and real-time chat. Its design elements, including a daily article side-by-side a Facebook powered comments stream, demonstrate a fresh take on online content and reader engagement. By layering an interactive editorial experience on top of a swapping platform, thredUP aims to broaden the notion of sharing - whether it be children’s clothing or mom advice.

thredUP publishes only one article per day to unify swappers around a relevant topic. “Our goal here is to deliver content in a way that promotes community, sparks conversation, and gets moms sharing,” said James Reinhart, CEO and co-founder at thredUP. “Blogs are valuable for real-time information consumption, but as true ‘conversation platforms,’ they fall short. The Daily Thred is all about building a conversation around one piece of highly digestible, actionable content each day.”

Visit The Daily Thred and you will find a highly polished article accompanied by a Facebook wall plug-in. By design, this comments “drawer” lives along side the content, allowing members to seamlessly move from the article to the community discussion. “From a design stand-point, the simple act of pulling out a ‘discussion drawer’ promotes engagement,” said Oliver Lubin, Chief Creative Officer at thredUP. “We are giving members something to consume, but primarily encouraging real-time conversation. Visually, it’s incredibly simple and intuitive.”

Momologie co-founders, Michele Adams and Gia Russo, will produce The Daily Thred articles, writing on a variety of topics related to moms and family life. Michele and Gia are seasoned content creators, and bring a level of community building expertise to the thredUP team. Former Martha Stewart Living editors, Michele and Gia have been featured in over 100 publications sharing their collective family lifestyle insight. The duo has appeared on Oprah, penned three lifestyle books and worked with top brands such as the GAP and Target.

“Michele and I have a love of content – we’ve been writing and building communities around editorial for years. The challenge is always baiting meaningful engagement around that content,” says Gia Russo, co-director of Content and Community. “The Daily Thred takes a new approach on company voice. We don’t want to be yet another feed in a blogroll. thredUP is all about making moms’ lives easier – The Daily Thred cuts out the noise and allows for meaningful conversation around high quality content.”

In addition to the Momologie acquisition and launch of The Daily Thred, thredUP has several community engagement initiatives in the pipeline to support its mission to become the one-stop swapping destination for moms across the globe.

About thredUP is the brainchild of co-founders James Reinhart, Oliver Lubin, and Chris Homer. Both Reinhart and Homer are recent graduates of the Harvard Business School and all three developed the idea in April 2010. thredUP is backed by world class investors including Trinity Ventures, Founder Collective, High Line Ventures and NextView Ventures. The company is based in CA and is advised by current Netflix CEO Reed Hastings.

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Karen Fein
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