Malar Group buys Europe's Freeda, once Instagram's top women's media brand
What's the deal? Canadian investment firm Malar GroupDealroom has a profile for this one. Try Dealroom → has acquired Freeda, a European social-first media brand for Millennial and Gen Z women. The deal gives Malar worldwide ownership of the brand, its 24 registered trademarks across the EU, UK, and US, its Italian and Spanish social platforms, and the freedamedia.com domain. Terms were not disclosed.
What each side brings: Founded in Milan in 2016 by Andrea Scotti CalderiniDealroom has a profile for this one. Try Dealroom → and Gianluigi Casole, Freeda was built natively for social platforms rather than a website, reaching young women through short-form video, interviews, and graphics. Malar Group, led by founder and CEO Sayan NavaratnamDealroom has a profile for this one. Try Dealroom →, invests at the intersection of technology, brand, content, and consumer.
Why it matters: At its peak, Freeda built a community of more than 11 million followers, reached 150 million people a month, and generated over 100 million interactions a year. On Instagram, it ranked as the most-engaged female-focused media brand — ahead of Vogue and Cosmopolitan — and partnered with more than 40 global brands, including Armani, Gucci, and Lavazza.
What's the endgame? Malar plans to relaunch Freeda across its social channels, with renewed investment in the content and voice that built its following. The firm says it will act as a hands-on partner, focused on strengthening core markets and growing both community and commercial partnerships.
What they're saying: "What drew us to Freeda was the foundation it was built on," said Navaratnam. "That community is still there, and that tells you the mission still matters."
The signal: The deal reflects a wider bet on established social-first brands as acquisition targets — a chance to buy an engaged audience and recognised name at a fraction of the cost of building one. For Malar, Freeda is a test of whether a dormant community can be revived under new backing.
Read more: Business Wire
