Alven is leading a $10m round in Freeda with U-Start.

Freeda is a media brand that produces premium content aimed at the millennial women target, distributed mainly on social platforms such as Facebook and Instagram.

The brand was able to put together 1.3 million Facebook users and more than 500 thousand followers on Instagram in one year of activity. Every day, Freeda’s posts reach over 3 million people, generating an organic total reach of 24 million unique users per month in Italy. The most important metric for the company is the engagement rate: Freeda generates amongst the highest number of monthly interactions in the world across all female media brands.

In its first year of activity, Freeda has already collaborated with premium brands and international companies across different sectors such as fashion, beauty and fast-moving consumer goods.

The operation was also joined by a group of business angels with a consolidated track record in start-up investments. Among others: Khaled Helioui, Angel Investor in companies of the likes of Deliveroo and Uber; Stefano Sala, CEO of Publitalia ‘80 and Board member of Mediaset; Paloma Castro Martinez, Managing partner of DarwinAssociates, former Global Director Corporate Affairs at LVMH and former Director of Governmental Relations at eBay, PayPal, Skype; Sebastian Picardo, Vice President and COO at Lane Crawford and early investor in FarFetch and Business of Fashion; Henri Moissinac, Head of Business Development EMEA at ofo and former Head of Facebook Mobile.

 

With this new round of financing, Freeda Media will invest in its internationalization, starting with the launch of its Spanish operations, and will also launch new editorial initiatives.