Bolsa de Mulher is one of Brazil’s leading online destinations for the female audience. With 11 separate businesses under its umbrella, the site features content on beauty, astrology, family, relationships, shopping, jobs and more. It attracts 9.5 million visitors per month. In 2011, Bolsa de Mulher attempted a merger with e-Media to create GrupoMulher, but the deal fell through in February 2012.
Through this latest deal, Batanga Media has paid Ideaisnet US$23 million (R$45 million) for the acquisition. Ideiasnet will obtain 7% participation in Batanga, joining the ranks of existing shareholders H.I.G Capital, Tudor Ventures and HarbourVest Partners.
Batanga Media has now extended its operations into 14 different countries, the Bolsa de Mulher acquisition giving it direct access to the Brazilian market. Batanga already boasts a deep and diverse portfolio of websites, mobile applications and social media platforms, which together garner upwards of 150 million unique visitors per month in Latin America and the United States. It is said to be in the process of positioning itself for a future IPO.
For Ideiasnet, the operation is part of an ongoing effort to restructure its portfolio. Since deciding to do so in January 2011, it has completed 11 transactions, including a new investment in Amo Muito not that long ago.