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Tech Platform Acquires Major Fashion Blogging Group

Tech Platform Acquires Major Fashion Blogging Group

UK-founded Powa Technologies has bought the Aigua Media group – which owns leading fashion blogs including Catwalk Queen, Kiss and Makeup and Shoewawa.

Powa Technologies, which provides mobile and e-commerce solutions, has acquired the fashion blogging portfolio for an undisclosed amount. The deal will see the company expand its footprint in web publishing and social media to support more than 200 corporate clients currently served.

Aigua Media, which also runs OSOYOU, and The Bag Lady, will now become Powa Media as it is incorporated into Powa Technologies’ professional services group.

Blogging Drives E-commerce

The move will enable Aigua’s sizeable readership of millions of women and fashion-focused titles to benefit the household name brands that Powa Technologies represents, including Hoover, Electrolux and Harper Collins.

Aigua Media has a vast set of prominent blog titles spanning everything from fashion, shoes, lifestyle and beauty to the latest trends and products aimed at stylish women.

Chief executive officer and founder of Powa Technologies, Dan Wagner, said, blogging has become an important part of driving commerce and is now a ‘key route’ for brands to interact with shoppers.

“Aigua’s extraordinary set of titles attract millions of visitors to its sites and its social media channels, particularly Twitter,” Wagner said.

“Powa Technologies will be leveraging this traffic for our customers in a way that exemplifies the new model of shopping and consumer interaction.”

Translate Hype into Sales

Powa Technologies’ current portfolio includes the Powa e-commerce tool that enables brands to create online shopping sites, and mPowa – the innovative mobile payment solution, which was the first in the UK to ‘turn a mobile phone into a till’.

“This, together with our ground-breaking e-commerce and mobile point of sale solutions, will provide our clients with a robust and scalable way to translate hype into sales - delivering real term results and visibility,” Wagner added.

“We have long led the way in helping our customers to do more than just simply trade online. It’s time to embrace the blogging, online conversation and digital engagement into the Commerce mix in a meaningful way.”

CatwalkQueen was created by Gemma Cartwight, when she was a mere teen. She also helped launch Shoewawa and Kiss and Makeup and is currently managing many of these sites as editorial director at Aigua Media.


Pippa Chambers

Pippa Chambers

Freelance News Journalist at PerformanceIN - working to source the latest and breaking news in performance marketing. 

From newspapers to national B2B magazines and technology reporting, I have covered a variety of genres. NCTJ/NCE qualified.

Please email me at and follow me @PippaC1

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