Rambler buys the two largest Russian women's site

Photo: Valery Melnikov

Rambler & Co will soon become the actual owner of the two largest Internet resources in Russia: Wmj.ru and Passion.ru. The investment company Direct Group of the French businessman Pascal Clement acts as the seller of the sites. Apparently, the sale of resources is carried out to implement the law on the restriction of foreign capital in the Russian media, writes Kommersant. The fact that both sites are becoming part of the Internet holding Rambler & Co was announced at a conference held last week in Bruges. Now, according to representatives of Rambler & Co, the deal has been agreed, but still not closed. “Buying female resources will allow us to attract advertisers of the Lux and FMCG segments,” said Sofya Ivanova, a representative of Rambler & Co.

Now Wmj.ru (Woman Journal) and Passion.ru (“Women's Passions”) belong to Milanor LLC. This company, in turn, is owned by Afenidako Holdings, which owns LLC Kupibonus.ru (now this company is in the process of liquidation). Unfortunately, the amount of the deal with the holding company Rambler & Co is not disclosed.

The valuation of resources is a rather complicated matter, since an objective assessment requires the use of revenue indicators and EBITDA, according to TMT Investments Artem Inyutin. In his opinion, the total cost of resources is several million rubles.
')
Rambler & Co now plans to “win and strengthen its position in new audience segments,” and buying women's websites is just an attempt to reach a new audience and new advertisers.