XO Group (XOXO) Acquires How He Asked Digital Platform

September 13, 2016 8:34 AM EDT

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XO Group Inc. (NYSE: XOXO) announced the acquisition of How He Asked, the preeminent digital and social media brand for pre-engaged couples.

Before a couple can say, "I do," they must first say, "yes." Over the past 20 years, XO Group's flagship brand The Knot has been the go-to brand for couples planning every aspect of their wedding. With the acquisition of How He Asked, The Knot will better serve its audience even earlier in their wedding planning journey with more proposal ideas, engagement ring inspiration and connections to jewelry vendors. The acquisition also allows more opportunities for partners and advertisers of The Knot to engage and connect with the pre-engaged audience.

"Not only are we acquiring a brand that helps couples pull off their perfect proposal with unique engagement stories and inspiration, we're also excited to acquire a talented, motivated and enthusiastic team member, Stacy Stahl," said Dhanusha Sivajee, executive vice president of marketing and editorial at XO Group Inc. "We look forward to bringing How He Asked into our portfolio of brands as we continue our mission of guiding people through all of life's biggest moments."

"I'm excited to join the XO Group family and provide even more to the How He Asked audience with the leading content, tools and services The Knot has to offer," said Stacy Stahl, founder and CEO of How He Asked. "As The Knot provides couples with everything needed to plan their perfect wedding day and How He Asked helps couples plan the perfect proposal, the marriage of these two brands couldn't be more fitting."

Stahl will join XO Group and continue to run HowHeAsked.com and its social media handles. Terms of the acquisition will not be disclosed.

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