White Cat Media Inc. an online media company that publishes editorial websites about shopping for busy, professional women has raised $1.3 million in Series A funding. The capital will be used to support site development, marketing, and new property launches. Vancouver-based Greenscape Capital Group is the sole participant in the round. Greenscape has invested in a variety of eco-luxury companies; White Cat Media is a key investment for their long-term Internet strategy.

Based in New York City, White Cat Media began operations in 2004 with the launch of fashion and beauty blog SheFinds.com. The company introduced a second property, MomFinds.com, in 2006. Both properties have developed loyal audiences by offering the best products the Web has to offer through a human based system of curation coupled with a unique editorial voice. Updated content is continuously delivered to users via daily blogs and biweekly e-mail newsletters.

White Cat Media plans to build a network of sites with accompanying newsletters in high-value shopping verticals based on the original SheFinds.com model. The company owns an extensive collection of domains for future launch including BrideFinds.com and MaternityFinds.com. Ultimately, this network will offer advertisers an integrated marketing solution which will aggregate a motivated consumer base. White Cat Media has devised a capital efficient, highly scalable model that utilizes multiple revenue streams including advertising, affiliate commission, and content syndication.

Founder and CEO, Michelle Madhok, will continue to lead the company. Madhok has played key roles at CBS.com and most recently served as group director of online content at AOL before starting White Cat Media.

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