Bloglovin Chases Mobile and Commerce With Shopping App Acquisition

The RSS platform has acquired a shopping app called Finale, and brought its founder on board as CEO.
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Eliza Brooke
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The RSS platform has acquired a shopping app called Finale, and brought its founder on board as CEO.
Photo: Bloglovin

Photo: Bloglovin

A little over a year after Bloglovin brought on former venture capital investor Joy Marcus as CEO, the fashion and lifestyle-oriented RSS platform is switching up its leadership again — and there's a twist. It has hired Giordano Bruno Contestabile as its new chief executive and acquired his social shopping app, Finale, at the same time. Marcus, for her part, has decamped for Condé Nast Entertainment. 

While Finale has yet to launch — a release from Bloglovin describes it as "an app designed to make discovering and shopping for fashion and accessories as easy and fun as playing a game" — the goal here is pretty clear: to give the company, which people come to for its blog aggregation, a new route into the world of commerce while enhancing its mobile capabilities.

"Bloglovin’ aims to consolidate its position as the top destination for influencer-driven content, double down on its mobile efforts (mobile has recently become the leading platform for them), launch several e-commerce initiatives, and announce major partnerships in the coming months," Bloglovin's rep wrote in an e-mail to Fashionista.

Among those partnerships is an upcoming contest jointly coordinated with H&M to discover the next big fashion blogger, the winner of which will be announced during the Bloglovin Awards during Fashion Week in September. 

Contestabile tells WWD that he's still working on planning out Bloglovin's e-commerce strategy. It seems like a logical next step for the platform, given how relevant commerce is to the bloggers it features. We'll keep an eye on this one.

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