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Social shopping startup ThisNext is in the middle of a shift from its previous identity as a general shopping site to one that’s targeted at women. As part of that effort, it’s announcing new funding.

The Los Angeles company’s chief executive Matt Edelman (who joined ThisNext earlier this year) told me that with the acquisition of StyleHive earlier this year, as well as feedback from ThisNext and StyleHive users, it seemed like a good time to focus on the company’s strengths.

There are a couple different components to the new focus, Edelman said. One goal is to “really ramp up” the quality of the editorial content. He said he wants each of the company’s sites — ThisNext, StyleHive, and MyStyleDiary — to have a distinct voice. As one example of how that’s going to happen, Edelman said ThisNext has recruited MyStyleDiary’s founder Patricia Handschiegel to start writing for her Read More...