Acquired by Haymarket in 1999, Stuff has been an oracle for a generation of tech addicts. The brand has been a companion to its devoted consumers through massive technological change and has documented and explained every major tech trend, says Haymarket.
The agreement follows the recent sale of four specialist consumer brands to Future plc. Those brands were What Hi-Fi?, FourFourTwo, Practical Caravan and Practical Motorhome.
Haymarket Media Group CEO Kevin Costello says: “Stuff is a truly iconic brand, trusted by its tech-loving followers to entertain, educate and inspire. It’s been a big part of the Haymarket story, but our strategic focus has shifted and Stuff needs a new home where the brand can really achieve its potential. I’m delighted to have come to an agreement with Kelsey - they’re a fast-growing media business which really understands the power of specialist consumer media.
“Haymarket’s growth plan is increasingly focused around several clear investment themes. Firstly, building out our peerless position in consumer motoring media, developing a strong ecommerce offer for the millions of new and used car buyers loyal to What Car?, Autocar and Pistonheads.
“And secondly, driving growth across our UK and international B2B portfolio - through innovative paid content, live and digital transactional models - as well as developing our client-facing content marketing agency. We’re seeing growing momentum in all these areas.”
Kelsey Media is one of the fastest-growing media businesses in the UK. Founded more than 25 years ago, the independently owned publisher’s portfolio now consists of more than 60 multi-media brands.
Kelsey Media CEO Steve Wright says: “Stuff was there at the start of the tech revolution and it’s inspired several generations of passionate tech-loving consumers since. I’m delighted that the Stuff team will be joining Kelsey and we’ll be working together to inspire the next generation of gadget fiends.”