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Yahoo buys fashion site Polyvore

By Reuters
US, 03 Aug 2015

Yahoo said on Friday it agreed to buy fashion start-up Polyvore to help drive traffic and strengthen its mobile and social offerings.

Without disclosing the terms of the deal, Yahoo said Polyvore will accelerate its Mavens growth strategy.

The company has been focusing on four areas ? mobile, video, native advertising and social ? which it calls Mavens, to drive user engagement and ad sales as it battles intense competition from Google and Facebook.

Revenue from Mavens made up about one-third of the company's total revenue in the quarter ended 30 June.

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

Polyvore, the brainchild of three ex-Yahoo engineers, was started in 2007. The California-based company allows users to mix and match articles of clothing and accessories and customise them into "sets".

Polyvore co-founder and CEO Jess Lee was earlier part of Google's associate manager programme, which Marissa Mayer headed before joining Yahoo as CEO.

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