Yahoo has agreed a deal to buy US affiliate shopping and personal styling site Polyvore to boost its fashion content and advertising.
Polyvore, which is backed by investors including Goldman Sachs, DAG Ventures, Benchmark and Matrix Partners, allows people to build outfits or put together a look for their home from items sold by around 300 different retailers. Shoppers can click on an item to go through and purchase it on the retailer’s site.
The value of the deal has not been disclosed. Yahoo said the acquisition would help it to drive traffic and sales to retailers and accelerate its mobile, video and social growth strategy.
It will use some of the collections curated by Polyvore’s users in its digital fashion magazines, while Polyvore will use Yahoo’s Gemini platform to sell ads.
“Polyvore has built an excellent team, a category-leading product and a strong business based on a highly engaged community,” said Simon Khalaf, Yahoo’s senior vice president of publisher products.
“The combination of Yahoo’s industry-leading digital content with Polyvore’s expertise in community and commerce has outstanding potential.”
The Polyvore team will join Yahoo’s offices in Sunnyvale, San Francisco and New York. Polyvore’s co-founder and chief executive Jess Lee will report directly to Khalaf.
The acquisition is subject to closing conditions.