Yahoo to buy fashion website Polyvore

Yahoo is to buy fashion start-up Polyvore to help drive traffic and strengthen its growing mobile and social offerings.

The online giant, which did not disclose terms of the deal, said the social shopping site will accelerate its “Mavens” growth strategy.

The company has been focusing on four Maverns areas – mobile, video, native advertising and social – to drive user engagement and ad sales as it battles intense competition.

Revenue from Mavens grew 60% to $399m, making up around 30% of total revenue in the quarter ended June 30.

The Mavens portfolio includes BrightRoll, mobile app network Flurry, mobile ad buying platform Yahoo Gemini and blogging site Tumblr.

Polyvore, which claims 20m monthly users, allows them to mix-and-match clothing and accessories into customised sets.

“Polyvore will strengthen Yahoo’s digital magazines and verticals through the incorporation of community and commerce,” it said.

Polyvore chief executive Jess Lee will join Yahoo reporting directly to senior vice-president of product and engineering Simon Khalaf.

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