Future, the global leader in specialist media, today announced the acquisition of SheerLuxe, a fast-growing UK-based digital publishing group that combines the authority of a trusted media brand with the authenticity and engagement of the creator economy.

The acquisition marks a significant step in Future’s strategy to diversify its audience and accelerate content monetisation across high-growth sectors. As a platform-agnostic brand, SheerLuxe has built a distinctive model for driving direct engagement through social-first storytelling – amassing a loyal following across key platforms like Instagram and TikTok (@SheerLuxe). Its Gen Z-skewed audience brings valuable new reach to the Future ecosystem, while strong credibility with established fashion and lifestyle consumers meaningfully complements Future’s global portfolio of specialist media brands attracting highly engaged, passionate audiences.

Launched in 2007 by Georgie Coleridge Cole, SheerLuxe has evolved from a retail directory into a multi-channel media powerhouse. The brand reaches a combined audience of over 6 million, supported by 2.4 million social followers and a highly successful podcast and video network. By joining Future’s Women and Luxury vertical – alongside iconic multi-channel brands like Marie Claire and Who What Wear – SheerLuxe will benefit from Future’s proprietary tech stack, innovative product suite and robust global Commercial organisation to fuel an ambitious expansion to global audiences. 

Kevin Li Ying, CEO of Future, commented: 

“I am delighted to welcome the SheerLuxe team to Future. We have long admired SheerLuxe for the status and brand credibility it has established in fashion, beauty and lifestyle. With a rare combination of strong growth characteristics and a loyal, high-value audience, SheerLuxe will be highly complementary to our portfolio and will benefit from our scale and commercial capabilities.”

Hillary Kerr, SVP of Women and Luxury at Future, added: 

“SheerLuxe has a unique ability to turn content into genuine conversation. I’ve always admired how Georgie and her team built deep trust with an audience that is notoriously hard to capture. Together, we are uniquely positioned to lead the global conversation on fashion, beauty, and luxury for everyone from Gen Z to the established connoisseur, and extend that reach to our partners and clients.”

Under the new structure, Georgie Coleridge Cole will continue to lead the brand, reporting to Hillary Kerr.

Coleridge Cole added: 

“Joining Future represents a huge milestone for SheerLuxe. Since it was founded in 2007, SheerLuxe has become an authoritative voice on fashion, beauty, culture and lifestyle focused on inspiring, educating and entertaining our fast-growing audience. With its innovative approach to media, Future is a natural home for us, and we are excited about what we can achieve working with Kevin and the wider team.”

See how Future is building a world-class vertical by uniting SheerLuxe with Who What Wear, Marie Claire, Wallpaper* and Country Life. Together, these market-leading brands form an unbeatable Women & Luxury ecosystem designed for global scale and unparalleled commercial reach.

Watch our latest investor presentation here.  

Explore the SheerLuxe brand ecosystem:

• Instagram: @SheerLuxe
• TikTok: @SheerLuxe
• YouTube: @SheerLuxe
• X: @SheerLuxe
• Facebook: SheerLuxe
• Subscribe: sheerluxe.com/signup

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Overall Group performance in the first four months has been as expected with the Group on track to achieve market expectations for FY 2025. 

In B2C, the improvement we saw in US digital advertising and eCommerce in H2 2024 has continued, with both areas recording year-on-year growth, with broadly stable audience sessions performance. Magazines have remained more resilient, led by premium titles, whilst the UK advertising market continues to be challenging. After a standout FY 2024, performance of Go.Compare has moderated, reflecting the expected slow-down in the car insurance switching market. We have continued the diversification into other categories such as home insurance which are delivering good growth. The market in B2B remains mixed, with enterprise technology remaining soft whilst we have seen good progress in other verticals. 

Whilst continuing to make good progress executing its Growth Acceleration Strategy, the Group is also maintaining its strong financial characteristics with an attractive margin and strong cash generation. As part of our capital allocation policy, the £55m share buyback programme announced on 5 December 2024 is progressing well with just under £10m repurchased to date.

Link to full release here

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Future plc announces the appointment of Kevin Li Ying as Chief Executive Officer. The appointment, which follows a thorough search process, will take effect from 31 March 2025 when Kevin will join the Board
of Future. Kevin joined Future over 20 years ago and has been a key contributor to the successful transformation of the company from a traditional print publisher into a leading global digital media platform of today. Kevin is currently EVP of B2C, the Group’s largest division. In this role he has had full responsibility for all B2C brands, editorial and revenue generation consisting of commercial advertising, ecommerce, subscriptions and newstrade revenue whilst ensuring technology and data are central to the B2C offer. Prior to this, Kevin was Chief Technology Officer, a position he held for 8 years.

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