RTL Group is discontinuing the activities of its multi-platform network StyleHaul.
This is reported by German media magazine new business. The CEO of the influencer marketing platform, Sean Atkins, confirmed the closure of the US company founded in 2011. The relocation from Los Angeles to London originally planned for this year has thus been stopped.
RTL Group entered the marketing network for fashion, cosmetics and lifestyle video channels as a shareholder in 2013 and is now the sole owner. The purchase price for all shares is said to have amounted to slightly more than €100 million.
Multi-platform networks such as StyleHaul bundle the video offers of thousands of YouTube personalities, mostly on specific topics, and help them to create and commercialise their videos.
According to StyleHaul, it counts over 5,000 digital influencers among its partners – with a total reach of over 60 million unique viewers and 2.5 billion views per month. The performance of the network, however, remained below expectations, according to the report, adding that black figures were a long way off.
In 2018 the management was changed. RTL Group appointed former Viacom manager Sean Atkins as CEO. He succeeded StyleHaul founder Stephanie Horbaczewski.
Atkins is also CEO of the Digital Video Group, which comprises the multi-platform networks StyleHaul, Divimove and United Screens. He explained that for the talents and creators represented by StyleHaul, possibilities will be explored to work directly with Divimove or United Screens in future.