Allure Media boss pledges to stay independent of new owner Fairfax

The boss of internet group Allure Media has insisted that the organisation will continue to operate independently, despite the acquisition of its parent group by Fairfax Media.

The purchase of Netus signals a significant shift in the local ownership of sites within the technology space. Allure runs the local versions of Gizmodo, Lifehacker and Kotaku along with consumer sites Popsugar, Fabsugar, Bellasugar and Shopstyle.

Allure, which launched six years ago, claims a monthly audience of 2 million Australians.

Parent company Netus was set up by Daniel Petrie and initially financially backed by News Limited. In December, Fairfax Media bought the company for an undisclosed sum believed to be in the tens of millions.