Tel Aviv-based cloud-based web development platform Wix.com Ltd. (NASDAQ: WIX) said it acquired Los Angeles-based DeviantArt, one of the world’s largest online communities dedicated to artists, art enthusiasts and designers, for $36 million in cash. The deal closed on February 22.

The acquisition represents opportunities in key growth areas for Wix, including product development, brand recognition and increased traffic potential.

Wix will provide DeviantArt users easy access to tools specifically designed to help emerging artists create and showcase their creativity online and build their brands. At the same time, Wix creatives and designers will have access to DeviantArt’s community of tens of millions of visual artists.

Founded in August 2000, DeviantArt is a highly visited website worldwide and has grown organically for over a decade with virtually no investment in marketing or advertising. Currently, the community boasts over 325 million individual pieces of original art and more than 40 million registered members. DeviantArt will keep its headquarters in Los Angeles, and all of its employees will join Wix.

Wix and DeviantArt share a vision to provide designers and artists of all types a platform on which they can create, manage and showcase their work online, grow their audience and build their own global brands. Wix will provide technology and marketing expertise to the DeviantArt universe enabling its users to further their reach and increase engagement, both online and on mobile.

“Over its 16-year history, DeviantArt has built an impressive online community that is incredibly loyal, highly engaged and regularly produces stunning art and design,” said Avishai Abrahami, co-founder and CEO of Wix. “The DeviantArt community is talented and robust and hungry for additional product expertise. We understand their passion, share their creative vision and are excited to offer the power of the Wix platform to their millions of artists.”

DeviantArt’s focus on developing and fostering online collaboration and communities will provide Wix users a platform to engage with creative designers and artists across multiple mediums. Together the companies will strive to create an innovative gallery for artists globally, mixing world class creative with unmatched opportunities for design, display and distribution.

“We founded DeviantArt to enable the creative spirit in everyone, creating a platform dedicated to the vision and talent of the community which could be shared with the world,” said Angelo Sotira, co-founder and CEO of DeviantArt, who will join the Wix management team.. “This combined effort with Wix creates new opportunities for innovation never before seen on the Internet and an amazing super-charged offering to our community members. We look forward to being part of the Wix team, and we are humbled by the respect and love they have shown to our community.”

Wix.com has more than 100 million registered users worldwide. Through free and premium subscriptions, Wix empowers millions of businesses, organizations, professionals and individuals to take their businesses, brands and workflow online. As of December 31, 2016, Wix had $172 million in cash on its balance sheet. Wix’s headquarters are in Tel Aviv with offices in Be’er Sheva, San Francisco, New York, Miami, Berlin, Vilnius and Dnepropetrovsk.

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