Mensa Brands to acquire content commerce platforms MensXP, iDiva for $100-M

D2C (direct-to-consumer) e-commerce roll-up unicorn Mensa Brands is to acquire content commerce platforms MensXP and iDiva from Times Internet for an estimated USD 100 million. MensXP, founded in 2009, is a lifestyle portal for men. The brand claims it has 185 million monthly users, and an average daily order volume of 5K+ (including third-party and private label products). iDiva is an online video platform that creates content on trending topics focused on women. The merger will bring together brand-building capabilities, audiences, and communities. MensXP and iDiva are claimed to have a total reach of over 200 million users and promote over 20 D2C brands.