F+W Media Inc. and the Germany-based Hubert Burda Media have entered into a 50-50 joint venture to run the brand Burda Style in the U.S. and Canada, as well as the U.K. digital activities of Burda Style. The agreement builds on a licensing deal the two companies signed last year, and increases F+W’s stake in the craft market.

The joint venture will look to broaden Burda Style’s presence in the craft market following the recent launch of Burda Style magazine in the U.S. The Burda Style USA joint venture includes: A direct-to-consumer e-commerce business, online products and services and exclusive kit offerings; online and live education programs including web seminars, instructor-led courses, and video streaming; a publishing program encompassing the Burda Style magazine, e-mags, books, e-books as well as 2,500 themed PDF pattern collections, using interactive content and the extensive library of patterns and their instruction programs.

The board for the joint venture consists of two members from each organization but the F+W Media team is managing day to day responsibility led by president Sara Domville and members of her team, Winter Thielen and Denise Wild.

Hubert Burda Media’s revenues exceed $3.5 billion and it has businesses across Europe, Russia, Asia and South America. This is its first major joint venture in the U.S.