Maximum Media, the firm behind websites Joe.ie, Her.ie and HerFamily.ie, has launched into the UK with Joe.co.uk.

Maximum Media was founded by Niall McGarry and launched Joe.ie in 2010, which carries a light mix of lifestyle, news and viral video links.

As part of the UK expansion, the Dublin Maximum Media office has increased the number of employees from 27 in February 2014 to 52 as of March 2015.

Accounts for the firm for the year ending April 2014 show that it made a profit of €175,000 on the back of strong sales performance, but had a net deficit of almost €31,000. The company's debtor book also grew by €200,000 to around €487,000.

In Association with

Maximum Media's Niall McGarry

Speaking about the UK expansion, McGarry said: “We know we have a successful and strong brand which will translate in the UK market and also rival other leading UK websites.”

He added: “Joe.co.uk is positioning itself as the voice of British men and providing the perfect gathering place to discuss and share sport, music, movies, news, tech, viral videos and anything else that is happening in the world right now.

“Most of our Joe.co.uk roles have been recruited and are London-based. However, we have correspondents in Manchester, Liverpool, Birmingham, Newcastle, Cardiff and Glasgow, which shows our real statement of intent.”

Joe.ie and Her.ie have a separate figure of 4.5 million unique users visiting their sites each month and, collectively, the Maximum Media brands have a social audience of over one million across Facebook and Twitter.