White Cat Media, parent company of the Shefinds.com and MomFinds.com shopping blogs, has raised $1.3 million in its first round. Vancouver-based Greenscape Capital Group funded the investment — its first in the Internet space — and has taken a minority stake in the company. The round closed at the end of August, and CEO Michelle Madhok said they’ll use the funds to redesign the two sites, as well as launch spin-offs like BrideFinds and MaternityFinds.
Madhok founded SheFinds.com in 2004, after serving as group director of editorial products for women at AOL (NYSE: TWX). The company has grown to encompass a team of more than 40 bloggers and editors; with content syndication deals on MSN, Real Simple, XM and most recently Comcast (NSDQ: CMCSA) (for its consumer portal). Glam Media handles display sales for the sites, but White Cat sells its own newsletter ads, and there’s also an affiliate sales business. Madhok said a diversified strategy will help the sites ride out an increasingly strained display market.