In its first foray into providing local editorial and advertising, Sugar Inc. (SugarInc.com) today announced it has signed a definitive agreement to acquire FreshGuide Inc., which operates FreshGuide.com and BookFresh (BookFresh.com). FreshGuide.com is an online women-focused city guide that provides access to exclusive daily offers from a well-edited selection of local businesses in beauty, health and fitness, dining, travel getaways and other relevant categories. BookFresh provides an online booking service for local businesses, such as spas and salons.
BookFresh began as HourTown and is an online booking platform for SMBs. I wrote about it and the segment previously:
- HourTown Rebrands, Now ‘BookFresh’
- HourTown Adds Features for Service SMBs
- HourTown Adds Online Payments
- Hourtown and SEO (+ Time Inventory)
- Online Booking for SMBs and CPA
FreshGuide was a second effort by BookFresh CEO Ryan Donahue and team and is a group-buying site, although Donahue describes FreshGuide as a cityguide (more fodder for TheDealMap and Yipit):
Donahue will now run local for Sugar. He said the following to me in an email exchange:
[I will be] GM of FreshGuide and run Sugar’s local business. I am excited to create a female-focused local advertising platform that will leverage the offers capabilities of freshguide and the online bookings capabilities of BookFresh. I think local advertisers with an interest in wooing women, will find that we offer a compelling combination of merchant tools and a hyper-targeted female audience.
Deal terms were not disclosed.