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Leaf Group (formerly Demand Media)
Building platforms for communities of creators to reach passionate audiences in large and growing lifestyle categories
About Leaf Group (formerly Demand Media)
Leaf Group is a diversified digital media and e-commerce company that operates in the art, fitness, and lifestyle markets. The company serves a wide range of clients including artists, fitness enthusiasts, and lifestyle consumers. Leaf Group's business model revolves around creating and distributing high-quality content and products through its various brands such as Saatchi Art, Well+Good, and Livestrong. The company generates revenue through advertising, subscription services, and direct sales of products and services. By leveraging its digital platforms, Leaf Group connects consumers with unique and engaging content, while also providing a marketplace for artists and fitness professionals to reach a broader audience.
Source: Dealroom company dataAt a glance
- Status
- Listed
- Founded
- 2006
- Headquarters
- Santa Monica, United States
- Listing
- IPO 2011
- Employees
- 86
- Open positions
- None listed
- Dealroom signal
- 63.2/100
- Industry
- Media, Marketing
- Sub-industry
- Adtech, Content production
- Sector
- eCommerce & Marketplaces
- Business model
- Marketplace & ecommerce
- Client focus
- b2b, b2c
- Investment activity
- 8 companies, latest Jun 2018
- Capital deployed
- —
- Preferred round
- ACQUISITION
Knowledge graph
More headlines
Funding history
Company financing events and reported valuations.
| Deal type | Date | Amount | Valuation | Investors | Source |
|---|---|---|---|---|---|
| ACQUISITIONOther financing | Jun 2021 | $323M | $323M | Graham Holdings | — |
| POST IPO EQUITYOther financing | Feb 2018 | $23M | — | Undisclosed | — |
Financials
Revenue, earnings and other financial measures where available. Years marked “E” are estimates.
| Year | Revenue | Growth |
|---|---|---|
| 2026 | $197M | 0% |
| 2025 | $197M | 0% |
| 2024 | $197M | 0% |
| 2023 | $197M | 0% |
| 2022 | $197M | 0% |
| 2021 | $197M | 0% |
| 2020 | $197M | — |
Growth signals
Latest recorded traffic for Leaf Group (formerly Demand Media) is 2.9K monthly website visits, up 26.1% over the last three months. Leaf Group (formerly Demand Media)'s team declined 10.4% over the past year.
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Investments and acquisitions
Recent portfolio relationships for companies that also act as investors or acquirers.
WellgoodNew York City, United StatesOrganization that writes articles about exercise and healthy living
$10Mvaluation
Deny DesignsEnglewood, United StatesPrint-on-demand marketplace known for its high quality custom printed home accents
→
The Other Art FairLondon, United KingdomA platform for artists to present and sell their work directly to art buyers
→
Saatchi ArtLos Angeles, United StatesArtwork: Buy Original Art Online, Paintings & More | Saatchi Art
$1Mvaluation
Society6Santa Monica, United StatesAffordable Art Prints, iPhone Cases and T-shirts
→
Name.comDenver, United StatesDomain name registration, web hosting, website builder tools, ssl, email, and more
→
IG
IndieClick Media GroupSanta Monica, United StatesIndieClick built the most compelling network of entertainment and culture sites serving the 18-34 audience and reached 100m US uniques
→
Expert VillageAustin, United StatesTweet @eHowAnswers for a How To Answer To Your Questions
→
Investors
From Dealroom's funding and investor records, grouped by the round each investor first entered.
Series B and later3 investors entered at this stage
Oak Investment
3i
Spectrum Equity
Other known investors1 additional known investor
Graham Holdings
Source: Dealroom Talent Intelligence.
Global footprint
team presence
Market sentiment
An AI-synthesised read of the highest-engagement posts about Leaf Group (formerly Demand Media) on X, ranked by likes and reposts, corporate channels excluded.
Reading the room on X — pulling top posts and synthesizing themes…
Source: X recent search ranked by engagement (likes + retweets) · Synthesis by Claude · Cached for 1 hour
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