Pinterest Rival Fancy Reportedly Buys To Beef Up Its Artisanal Food Business

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We haven’t heard too much from — a competitor to Pinterest and other sites focused on social commerce — since it raised $ 26 million in October 2012, but it looks like this is changing today. Fancy has apparently acquired — a specialist in artisanal foods, which it sells by subscription. The news, which we received via anonymous tip, was reportedly sent out in a customer email from Samplrs today. When you visit the site, it now redirects to

Meanwhile, Jake Siegal, who founded Samplrs, now lists his job title as “Foods at Fancy” on his LinkedIn profile. His start date is this month, Feburary 2013, with Samplrs’ time on his background list on the site ending in January 2013.

We are reaching out to both Fancy and Samplrs to confirm this news directly and to find out what happens with Samplrs’ current business but it looks like it has closed down for now. “We will be opening soon,” reads the page that used to describe the different prices for products.

Fancy can use this to beef up (ahem) the food section of its fashion-conscious social commerce site, and it can use it to steer the site further into direct commerce.

Using Samplrs, you could buy products a la carte each month; users received 4-6 products from “up and coming” local food artisans. These produced ranged from “cookies and chocolates to spreads and sauces.” Users also got cards with recipe and pairing suggestions.

The subscriptions ranged from $ 29.99/month up to $ 179.95 for six-month subscriptions. It also offered a concierge service.

Samplrs was founded by Jake Siegal in the summer before his senior year in college at NYU, according to the Wakefield blog. Siegal sounds like he had the business bug from early on. While in high school, he interned at Seamless, and then he worked for a private equity firm in India while on an earlier summer break during university. After graduating, he dedicated himself to Samplrs full time.

More to come. Please refresh for updates.