World’s Next Martha Stewart Comes From Google And Apple

Photo: WENN

From traditional crafts to high-tech manufacturing, Brit Morin has connected millions of users with makers, designers, chefs, and inventors, together building a community of creativity.

Her company, Brit + Co., was cultivated in late 2011 and has quickly become a leading destination for the DIY generation. Its reach spans to over 10 million creatively-minded people each month, and now, Morin, the woman dubbed “Silicon Valley’s would-be Martha Stewart,” has another impressive move to show off to the world. According to TechCrunch, the lifestyle website has acquired an application called Snapguide, in addition to raising $20 million in the company’s latest funding round.

The app’s technology will now enable Brit + Co. users to create their own DIY guides. Originally, a free iOS app and web service, Snapguide was developed to provide easy to understand instructions for a wide array of topics including cooking, gardening, crafts, repairs, fashion, entertainment, and more. Users would snap pictures and videos of their projects, add captions, and then share their created guide with the Snapguide community.

While financial terms for the deal aren’t being disclosed, Morin, a former Apple and Google employee, found her company invested in by Intel Capital, whose investment is part of the firm’s newly announced Diversity Fund. Other investors include Apple’s former VP of retail, Ron Johnson and DreamWorks’ head of retail and commerce, Jim Fielding. As part of the funding round, Intel’s Lisa Lambert will also join the company’s board.

Susan Lyne, the former CEO at Martha Stewart and CEO at Gilt Group, will also join the board. Several other people will also join a subcommittee of Brit + Co.’s board, including Jon Steinberg, CEO of Daily Mail North America and former president and COO of BuzzFeed. The new funding will primarily be put towards building video content, including expansion of Brit + Co.’s online classes, and towards creating an original video series. With an audience of mostly women in their 20’s and 30’s, Morin has ridden the wave of ridicule from others inside of Silicon Valley, as they have found fault in her startup’s high valuation and business plan.

Despite the criticism, the 29-year-old entrepreneur is focused on building her business and taking on the $34 billion crafts and supplies industry. Her site, which reaches around 12 million users per month, has seen revenue triple year over year and is bringing in millions of dollars in revenue yearly. Add to the mix that the company now has 100 advertisers on its roster, with an advertiser repeat rate of 75 percent, and Brit + Co. is batting off competition.

[via TechCrunch]

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