Future plc, the UK media company behind brands such as Who What Wear and Marie Claire, is acquiring digital fashion and lifestyle publisher SheerLuxe in a deal with an initial cash consideration of around £39.3m–£39.9m, potentially rising to as much as £80m subject to performance targets being met.

SheerLuxe has grown into a social-first media brand with a combined audience reach of more than six million across its website, social platforms, newsletters, podcasts and video, and is particularly strong with Gen Z and younger, highly engaged audiences.