Online media conglomerate Group Nine Media has expanded its SoHo headquarters.

The owner of such brands as Thrillist, NowThis and The Dodo has renewed its 40K SF lease at 568 Broadway — parts of the fourth, fifth and sixth floors — and tacked on a new 60K SF lease of the entire 10th and 11th floors, for a total of 100K SF in the building.

Though 568 Broadway was originally constructed in 1897, its 28K SF floor plates and 12-foot ceilings keep it in line with modern office demands. Aurora Capital Associates and Allied Partners co-own the 12-story, 342K SF building, and asked for $85/SF on the expansion, according to the Commercial Observer.

With the lease, Group Nine just about doubles its footprint in New York, with additional locations at 100 Crosby St. and a production studio in Chelsea. The company announced its intention to hire 200 more employees in the coming year to help fill the new space, where it intends to move by the end of 2018.