Future acquires Gardening Know How

With Future’s portfolio of 250 brands reaching 47.3 million UK consumers every month, the acquisition strengthens Future’s position as one of the top homes publisher in the UK. The Future homes UK audience - across Future brands Homes & Gardens, Real Homes, Ideal Home and Living Etc - has grown +67% since December 2019, says the publisher.

Gardening Know How is the perfect complement to the Future Home network, bringing the gardening community and gardening experts together. Since its launch in 2007, the site has grown to now attract over 180 million gardening enthusiasts every year. The site holds over 16,000 articles of authoritative evergreen gardening content. By joining Future, the team will be able to drive greater monetisation from this wealth of evergreen content thanks to Future’s proprietary technology and SEO expertise.

CEO of Future Zillah Byng-Thorne said: “At Future, we’ve built a stable of home interest brands that speak to home and gardening enthusiasts across the globe. We are delighted to welcome the Gardening Know How team, and the expertise they bring to our business will help us to continue our U.S. growth and unlock significant opportunities for our Future Home network.”

Peggy Doyle, CEO, Gardening Know How said: “For over 15 years, Gardening Know How has been on a mission to help audiences garden happier and make gardening easier for novices and experts alike. We are excited to join the Future team and look forward to being able to leverage Future’s SEO, audience, and affiliate expertise to reach greater audiences globally.”

Since October, Future Publishing says it has spent £45 million on acquisitions that deepen its expertise in specialist areas and that further fuel its US reach. In October, Future acquired ActualTech, a provider of content marketing solutions for B2B marketers. The acquisition bolstered Future’s North American reach and helps to further monetise Future’s highly-valuable B2B audience by leveraging ActualTech’s webinar capabilities across the wider Future portfolio.

Zillah Byng-Thorne commented: “Our latest acquisitions demonstrate the strength and diversity of Future. Whilst the media landscape remains uncertain, we look ahead with continued confidence in our plans to deliver on our US-first strategy and to outperform the industry.”