White Cat Media pounces on $1.3 million in first round

White Cat Media, owner of the shopping blogs Shefinds.com and Momfinds.com, has raised $1.3 million in its first round of funding.

Shefinds.com has an crew of bloggers who discover the latest online bargains and discounts for fashion and beauty staples, which include Ugg boots and aromatherapy candles. These bloggers report on what Oprah’s favorite things are (which sadly don’t include extravagant HDTV refrigerators this year) and compile gift guides for those who are too busy (or lazy), as well as a newsletter that users can subscribe to. The site is currently a bit busy to navigate, but part of the funding will go towards a  redesign. Momfinds.com is in a similar vein, targeting items to appeal to moms and their kids. New York-based White Cat Media also owns a group of similar domains, like Bridefinds and Maternityfinds, which it plans to launch as spin-offs.

Unfortunately, the latest comScore forecast on online holiday spending shows a 4 percent decline this month compared to this time last year, and predicts flat growth for the 2008 holiday season. ComScore’s online holiday shopping survey also revealed that people are looking to buy fewer, less expensive gifts, but that they are looking to online deals to make their budgets stretch further. That doesn’t bode well for ad spending in the coming months, or for White Cat’s ad-supported sites. (Glam Media sells the site’s display ads.)

The round, closed at the end of August, comes from Vancouver-based Greenscape Capital Group.


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