Go to deals
Digital Media

Sarah Phillips, Inc. has sold CraftyBaking.com to Obsidian Holdings LLC

Sarah Phillips, Inc. has sold its website CraftyBaking.com and related social media properties to Obsidian Holdings LLC.

Started in 2000, CraftyBaking.com is one of the most comprehensive sources of information about baking on the internet. Recipes on the site are about bread, cakes, candy, cookies, pastries, pies and tarts, and pudding. There are also specialty recipes for gluten-free, low- and reduced-fat, and vegan/vegetarian. The website includes over 1,000 recipes and more than100 tutorials and was described by The Guardian as “home to some of the best baking know-how on the net.”

Obsidian Holdings is a newly formed company created to acquire the CraftyBaking business. Its sister company is Mindful Health, LLC, a passionate, mission-driven internet business with three brands: Danette May, FitRise365 and Earth Echo. These properties embody three pillars of health and wellness: healing foods, healing movement and healing mindset.

Sarah Phillips, Inc. was founded by food industry professional Sarah Phillips in 2000. She has 35 years of experience in the industry and is the author of two prominent cookbooks, Healthy Oven Baking Book (Doubleday) and Baking 9-1-1 (Simon & Schuster), and owner of four prominent Instagram handles related to food, including @food, @baking, @glutenfree, and @uglyproduceisbeautiful.

One of Oaklins’ TMT teams in New York acted as the exclusive financial advisor to Sarah Phillips, Inc. in this transaction.

Parties

Talk to the deal team

Reed Phillips

Managing Partner
New York, United States
Oaklins DeSilva+Phillips

Related deals

G/O Media Inc. has sold Gizmodo to Keleops AG
Consumer Media | Digital Media | Marketing Services | Private Equity

G/O Media Inc. has sold Gizmodo to Keleops AG

G/O Media Inc. has sold Gizmodo, a premier international media outlet dedicated to technology, to Keleops AG. The acquisition represents a major milestone for Keleops, already one of Europe’s largest groups of digital media publishers in the consumer technology sector. By expanding its reach within the industry and on an international scale, Keleops expects to double its current audience, fostering greater brand awareness and engagement.

Learn more
Firecrown Media acquires railroad and space enthusiast brands of Kalmbach Media
Consumer Media | Digital Media

Firecrown Media acquires railroad and space enthusiast brands of Kalmbach Media

Kalmbach Media, a leading independent media company that provides ideas and inspiration to avid hobbyists, enthusiasts and citizen scientists through its multichannel brands, has sold its railroad and space enthusiast brands, including Trains, Model Railroader, Classic Toy Trains, Classic Trains, Garden Railways, Trains.com, Astronomy, FineScale Modeler and Kalmbach Books, to Firecrown Media, one of the leading transportation media providers serving the aviation, boating and logistics sectors.

Learn more
Syz Capital with operating partner Saturnus Capital have taken a majority stake in Capture Media Group
Advertising | Digital Media | Marketing Services | Private Equity | Software & Technology

Syz Capital with operating partner Saturnus Capital have taken a majority stake in Capture Media Group

Syz Capital and its operating partner Saturnus Capital have taken a majority stake in Capture Media, a Swiss leader in online engagement marketing and analytics solutions.

Learn more