// Workers AI · dad joke modeWhat did Hunker.com say to its rival? You're just a wreck.
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Website type | Home design, DIY, home improvement, gardening |
|---|---|
| Available in | English |
| Owner | Static Media (2024–present) |
| Key people | Eve Epstein (editor-in-chief) |
| Industry | Digital media |
| Website | hunker |
| Commercial | Yes |
| Registration | None |
| Launched | April 2017 |
| Current status | Active |
Hunker.com is an American website that covers home design, do-it-yourself home improvement, gardening, and cleaning. It was launched in 2017 by Leaf Group and has been owned by Static Media since 2024.
History
[edit]Hunker was launched in April 2017 by Santa Monica-based Leaf Group, formerly known as Demand Media.[1][2] It was the fourth of a series of topic-specific websites that the company built around content categories that had performed well on its eHow and Livestrong.com sites, following the pet site Cuteness, the technology site Techwalla, and the personal finance site Sapling.[1][2] Hunker was created from eHow's instructional home content with an independent editorial team.[1][3] Eve Epstein, a former editor-in-chief of DailyCandy, served as Hunker's editor-in-chief.[4][3] By 2018, Hunker became one of the largest digital resources for home decor.[4]
In January 2019, Hunker began a content collaboration with The New York Times called "How We're Living."[5] During the same month, it opened Hunker House, a three-level house on Abbot Kinney Boulevard in Venice, Los Angeles, which it used for content production and events.[6][7][8] In September 2019, Hunker introduced Hunker Made, its first branded product line, a furniture collection designed by its creative team that began with two versions of a table called the Rui.[9][10] By 2021, Hunker had 10 million monthly readers.[3][11]
In 2021, Graham Holdings acquired Leaf Group for $323 million.[12][13] In April 2022, Hunker opened a second, 4,500-square-foot Hunker House in Venice, with a ground-floor showroom selling products through QR codes and upper floors that sponsors used for month-long activations.[14][15] In May 2023, Graham Holdings split Leaf Group into three businesses, placing Hunker, Well+Good, Livestrong.com, and OnlyInYourState in a new lifestyle publishing company, World of Good Brands, led by Lindsey Abramo.[13][16]
In December 2023, Hunker laid off part of its staff.[3][11][17] Later, in 2024, Hunker was acquired by Static Media.[18]
Content
[edit]Hunker publishes articles on home design, gardening, do-it-yourself home improvement, cleaning, and home appliances. At launch, it featured home tours, product recommendations, personal essays, and design tips for homeowners and apartment dwellers.[10]
References
[edit]- 1 2 3 Guaglione, Sara (April 12, 2017). "Leaf Group Debuts Hunker Site, 'HuffPo' Introduces Strategy Blog".
- 1 2 "New home design media brand launches". May 24, 2017.
- 1 2 3 4 Nicolaus, Fred (June 7, 2024). "What happened to Hunker?".
- 1 2 Olson, Katherine Burns (October 1, 2018). "Behind the rapid growth of decor site Hunker".
- ↑ Guaglione, Sara (January 15, 2019). "Hunker,' 'NYT' Team For Content Hub".
- ↑ Guaglione, Sara (January 28, 2019). "Home Design Site 'Hunker' Offers Open House For Events, Partnerships".
- ↑ Ritz, Jessica (March 5, 2019). "JERDE Acquires Superjacent, Hunker Opens Hunker House, and More News This Week". Architectural Digest.
- ↑ Barber, Kayleigh (October 10, 2019). "'Contextual shopping': Publishers are using model homes for retail experiences".
- ↑ Guaglione, Sara (September 26, 2019). "Design Publisher 'Hunker' Creates Furniture Line".
- 1 2 Nicolaus, Fred (September 27, 2019). "Hunker is a media company. It also makes furniture. Welcome to 2019".
- 1 2 Bourque, Caroline (September 24, 2024). "A former Williams-Sonoma employee faces fraud charges, Hunker is acquired, and more".
- ↑ Chiland, Elijah (April 5, 2021). "Leaf Group to Be Acquired for $323 Million".
- 1 2 Fischer, Sara (May 30, 2023). "Graham Holdings' Leaf Group restructures as World of Good Brands". Axios.
- ↑ Silber, Tony (April 25, 2022). "'Hunker' Extends Digital-Media Brand Into Physical Space With A Concept House".
- ↑ Barber, Kayleigh (October 10, 2022). "Publishers are taking a longer form approach to event activations".
- ↑ Barber, Kayleigh (June 1, 2023). "Media Briefing: Why Leaf Group spun off its media arm into a standalone company".
- ↑ Stenberg, Mark (July 8, 2025). "World of Good Brands Sells Off Portfolio, Lays Off Staff, and Shutters".
- ↑ Lindquist, Dave (June 30, 2023). "Acquisitions, honors elevate stature of Indiana online media companies".