Two home-grown Hong Kong digital brands are joining forces after 16-month startup Localiiz takes full ownership of men’s lifestyle guide NecesCity.
The move will see the NecesCity’s daily newsletter to more than 6,500 subscribers move to new hands, but its co-founders Henning Voss and Chris Bannerman will remain connected to the brand as consultants.
Localiiz, which launched in late April last year, is a lifestyle directory focusing on small businesses in Hong Kong.
Its acquisition of NecesCity opens the doors to a new suite of advertisers targeting affluent males and event marketing opportunities. Past NecesCity events have included Whisky Masterclass, a Gentlemen’s Club and the Man Academy.
Richard Codron, co-founder of Localiiz, told Marketing that the company will operate NecesCity as a stand-alone brand and one that remains a dedicated and trusted source of information and entertainment for Hong Kong’s highly-influential English-speaking male segment.
NecesCity is also welcoming back Nick Walton to edit the e-magazine after former editor William Stolerman relocated back to the UK.
“This is a really exciting development for Localiiz,” Codron said.
“NecesCity is very targeted and has a real voice. We intend to ensure that NecesCity retains the voice that has made it so successful to-date.”
Henning Voss said he was immensely proud of NecesCity but said investing time, capital will ensure the brand continues to move forward in Hong Kong and into the rest of Asia and China over the coming years.
“Localiiz has made a terrific impact on Hong Kong’s digital market in the 16 months since its launch. We loved the innovation and creativity of the Localiiz team and thought that they would be the right team to oversee the next stage of NecesCity’s development.”