Hunker, a new online brand that “explores home design through the lens of personal identity and style,” has launched. Spotlighting home tours, product recommendations, personal essays, and information for both house and apartment dwellers, the website joins founder Leaf Group’s existing brands: eHow, its flagship site; Cuteness, a top 4 comScore pet website among ad-supported sites; family tech site Techwalla; and millennial-focused personal finance site Sapling.
“Our mission is to build beloved editorial brands that connect with passionate people, and Hunker exemplifies these ideals,” says Sean Moriarty, CEO of Leaf Group. “Hunker celebrates individuality and self-expression in design, providing our audience with the information and inspiration to create their ideal living spaces.”
“By building brands within categories where we have years of expertise, and focusing on great content that helps people, we’ve been able to grow audiences quickly,” says Mitchell Pavao, Leaf Group’s senior vice president of media. “This has also allowed eHow to focus its attention on the premium DIY space, with a renewed emphasis on sharable, inspirational content.”