Digital lifestyle network Kin Community is going Down Under via a partnership with Sydney-based digital publisher Allure Media.
Under the terms of the deal, Allure Media becomes Kin Community’s exclusive media representative in Australia and New Zealand. Allure handles other well-known digital properties in the territories, including Business Insider, Gizmodo, Lifehacker and Popsugar.
The venture, dubbed Kin Community Australia, is expected to launch in September.
Kin has a network of 120 home-focused lifestyle content creators – including Rosanna Pansino (Nerdy Nummies), Hannah Hart (MyHarto), Jenn Im (Clothes Encounters), Lauren Riihimaki (LaurDIY) and Rachel and Byron Talbott – that attracts 170 million social followers and generates 600 million monthly views. Founded in 2007, The Santa Monica, Ca.-based company is backed by Mayfield Fund, General Catalyst Partners, Rustic Canyon Partners, Atomico, Emil Capital and Corus Entertainment. In 2014, it opened a Canadian office in Toronto.
Kin Community Australia has already established relationships with several local content creators, including Ann Reardon (How to Cook That) and Andy and Sonia (AndymetSonia), and is seeking to build out its local talent roster for the launch.
In other Kin Community news, the company announced today that it has signed veteran fashion and beauty influencer Kalel (pictured, top), whose YouTube channel has more than 2 million subscribers and 26 million views.
In the coming months, Kin will work with the 27-year-old vlogger (full name: Kristin Cullen) to produce content spanning lifestyle, fashion and beauty, entertainment and vegan cooking.
“Kin Community appealed to me not only because of their beautiful branding aesthetic, but also because their content tends to have a focus on my particular stage of life,” said Kalel, who is the former fiance of Anthony Padilla, one half of the digital comedy duo Smosh. “As a millennial woman, I personally enjoy content centered on lifestyle, cooking, personal growth, fashion, decorating, entertaining, and so forth. I’m very excited to be working with Kin and I cannot wait to see what we will create together.”