Name

Muddy Stilettos

Legal name

Muddy Stilettos

Website

https://muddystilettos.co.uk

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Digital Lifestyle Media

akta.pro primary industry

Travel & Outdoors Magazines (MPAJAEAH)

Keywords

• Digital lifestyle media
• Regional lifestyle content
• Women's lifestyle publishing
• Editorial lifestyle website
• Lifestyle awards programs

Headquarters

HQ city

Aylesbury

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Advertising & Sponsorships: Commercial site accepting advertising and affiliate links from brands. Editorial control retained independently. Sponsors include Alliance Witan for Happy+Healthy section, Knight Frank for Best Places to Live, and various regional sponsors.
2. Awards & Events: Best Schools Awards program where schools pay to enter, plus Muddy Awards for SME lifestyle businesses. Wellness Walk events with ticket sales at £25pp.
3. Event Ticketing: REVIVE Retreats wellness breaks hosted in collaboration with ARC, and Muddy Wellness Walk 2026 at £25 per person plus booking fee.

Pricing tiers

Go-to-market motion3 records

Distribution channels1 record

Marketing channels6 records

Core offering

Muddy Stilettos is a UK digital lifestyle media company that publishes curated editorial content across food, travel, lifestyle, beauty, fashion, schools, and events, organised into 26+ regional county editions targeting ABC1 women. Revenue is generated through display/affiliate advertising, brand sponsorships of content sections, paid entry fees for its Muddy Awards (SMEs) and Best Schools Awards (independent schools) programs, the annual Best Places to Live ranking, ticketed REVIVE Retreats wellness events, and the Muddy Wellness Walk charity walking event.

Product overview

Muddy Stilettos operates as a multi-platform lifestyle media network built around its core UK luxury lifestyle website, supplemented by specialized vertical channels and award programs. The core platform delivers curated content across food, travel, events, wellbeing, fashion, and local recommendations targeting ABC1 women. This core is augmented by: Super Charged (EV & hybrid car editorial channel), Happy + Healthy (wellbeing hub), Weekend Escapes (travel/hospitality portal), and REVIVE Retreats (wellness escape bookings). The company also operates three award programs — Muddy Awards (SME lifestyle businesses), Best Schools Awards (independent education), and Best Places to Live rankings — plus the Best Schools Guide review platform, Reader Treats competitions, and community events like the Muddy Wellness Walk. The platform uses a regional county-based structure covering 20+ UK areas with local editorial voices.

Differentiator

Problem solved

Functional benefit

Brands

• Super Charged: Electric and hybrid car channel providing honest reviews, smart buying advice and the latest launches for women.
• REVIVE Retreats
• Best Places to Live
• Best Schools Guide
• Best Schools Awards
• Muddy Awards
• Weekend Escapes

Products and services

• Muddy Stilettos Main Platform UK luxury lifestyle website offering curated editorial content across food, travel, events, wellbeing, fashion, beauty, and local recommendations for ABC1 women, organised into regional county-based editions across England, Wales, and Scotland.
• Best Schools Awards Annual awards programme providing a modern, holistic perspective on what makes a brilliant independent school in the UK, with 15 award categories including Outstanding Pastoral Care and Brilliant Boarding School; schools pay to enter.
• Muddy Awards The UK's No.1 SME lifestyle business awards recognising brilliant, unique, independent businesses across various lifestyle categories; SMEs pay to enter.
• Best Schools Guide Independent school review platform providing insider guides with informal advice from editors and parents, covering boarding schools, day schools, and other school types across UK counties.
• Weekend Escapes Hospitality portal featuring curated hotels, pubs with rooms, self-catering, glamping, spas, and travel guides with collections for families, coastal stays, and romantic getaways.
• Super Charged The Smart Women's Guide to EV & Hybrid Cars offering honest reviews, smart buying advice, and latest launches for electric and hybrid vehicles.
• REVIVE Retreats Seasonal wellness escapes for women, hosted in collaboration with ARC at exclusive-use country houses, featuring award-winning architecture, wellbeing activities, and gourmet food.
• Happy + Healthy Wellbeing content hub covering mind, health, money, fitness, sleep, nutrition, shopping, and wellness travel with sponsored content and regional editions.
• Reader Treats Competitions, giveaways, and reader-exclusive offers including prize draws for luxury items from partners such as Smythson, Rains, and Fortnum & Mason.
• Muddy Wellness Walk Annual charity walking event supporting the British Heart Foundation, featuring an 8km moderate walk through Stonor Park near Henley-on-Thames, with tickets priced at £25 per person plus booking fee.
• Best Places to Live Annual ranking of the best places to live in the UK across multiple counties, chosen by Muddy Stilettos editors living in their local regions.

Quantifiable outcome

• 5.7 million ABC1 women reached per month
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• CrowdfundercoreGTM or Marketing Partner · 15 September 2025Joint initiative Built By Her, Backed By Us campaign raised £100,000 to support female entrepreneurs across the UK. Campaign awarded £10,000 prize package to winner The Female Archetypes, with cash prizes for runners-up Pary Moppins and Her Land. Supported over 68 female-founded projects through grassroots fundraising, mentoring, and promotional efforts.
• ARCcoreStrategic or Co-development PartnerCollaboration for REVIVE Retreats - four seasonal wellness escapes for women in ARC's exclusive-use country houses. ARC provides award-winning architecture and boutique hotel-worthy facilities while Muddy Stilettos curates the wellness experience.
• Knight FrankminorGTM or Marketing PartnerBest Places to Live 2026 association with Knight Frank real estate firm for annual ranking of best places to live in the UK
• Alliance WitanminorGTM or Marketing PartnerSponsor of Happy + Healthy section - a year of putting yourself first with content around mind, health, money, fitness, sleep, nutrition, shopping, and travel
• British Heart FoundationminorOthersCharity partner for Muddy Wellness Walk 2026. Muddy will make a donation after the event. The walk is a community fundraising event with Justgiving page for additional donations.
• Selina FinanceminorGTM or Marketing PartnerSponsor of Best Schools Guide section, specifically associated with private school fees content

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Country & Town House: UK regional lifestyle media brand covering food, travel, property and culture across UK counties. Highly comparable in regional-subdomain structure, ABC1 audience focus, and awards/events revenue model.
• SheerLuxe: UK digital lifestyle media brand targeting affluent women with editorial content across fashion, beauty, travel and wellness. Closely comparable as a digitally native, content-led women's lifestyle publisher monetised through advertising, affiliate, and branded events.
• Cotswold Life: Regional UK lifestyle magazine covering food, travel, property and culture in the Cotswolds. Comparable as a UK regional lifestyle media brand serving an affluent audience with similar content verticals.
• Absolutely Mama: UK digital lifestyle publication aimed at mothers covering travel, food, wellbeing and family. Comparable niche digital women's lifestyle media brand monetised through editorial and brand partnerships.

Broad incumbents

• The Lady: Long-established UK women's lifestyle magazine and digital publication. Comparable in audience (women, lifestyle) though longer-running and broader in editorial remit than Muddy Stilettos.
• House & Garden: Established UK Condé Nast lifestyle title covering homes, gardens, food and travel. Comparable audience (affluent women) but operates as a much larger incumbent with broader editorial remit.
• Time Out: Global digital lifestyle media brand covering things to do, eat, and travel in cities. Comparable as a content-led lifestyle discovery platform with events and ticketed experiences revenue lines.

Regional players

• Suffolk Magazine: County-level lifestyle magazine covering Suffolk with food, travel and local discovery content. Comparable in regional-lifestyle media model though focused on a single county rather than multi-region.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/muddystiletto
• Facebookfacebook.com/muddystilettos
• LinkedInlinkedin.com/company/muddy-stilettos
• Instagraminstagram.com/muddystilettos
• TikToktiktok.com/@muddystilettoshq
• Pinterestpinterest.co.uk/muddystilettosHQ/?eq=muddystilettos&etslf=5577

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Muddy Stilettos