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Female-oriented digital media company Refinery29, stepping up its focus on video content, has tapped producer Amy Emmerich as head of video.

With Emmerich’s hire, Refinery29 — which focuses on fashion, beauty and lifestyle content for women — is planning to expand its video staff and also redesign its in-house video studio. The company this year plans to expand its original programming slate with content ranging from documentaries to tutorials.

Emmerich most recently was senior VP of programming for Scripps Network Interactive’s ulive.com digital lifestyle network, where she led production and development of original programming. Prior to Scripps, she was the VP of production and development at Vice Media and before that had a similar role at Scripps’ Travel Channel, where she was responsible for the supervision and development of docu-series “Anthony Bourdain: No Reservations.”

“We are committed to expanding the platform in big ways this year under Amy’s leadership,” said Philippe von Borries, co-founder and co-CEO of Refinery29. “Her diverse experience developing award-winning storytelling for TV and digital as well as her ability to scale production and development teams, matched with her connections and expertise in working with top talent agents and distribution partners is core to achieving that mission.”

New York-based Refinery29 has raised $30.4 million in funding from investors including Stripes Group, Floodgate, First Round, Hearst, Lerer Ventures and Eastern Capital.

Among video productions to date, Refinery29 last year ran six-part series “Style Out There,” exploring fashion trends around the world ranging from matching-clothing couples in South Korea to India’s Hijra culture. The series garnered over 2 million views and has been renewed for a second season.

Refinery29 will be presenting at the Digital Content NewFronts this year. The company also has partnered with Relativity Television and the company’s fashion division, M3 Relativity, to develop content for traditional linear TV outlets, focused on fashion and beauty topics.

Launched in 2005, New York-based Refinery29 claims to have more than 21 million monthly unique visitors and 1.25 million email subscribers.