Yahoo buys fashion startup Polyvore

This Friday, Yahoo made a vital advancement into the realm of fashion by acquiring the popular fashion e-commerce platform, Polyvore.

Polyvore is an image-based social website that allows users to make buying decisions by mixing and matching items from a plethora of brands to create their perfect look. As we recently reported, it is among the top online and mobile sources for fashion news and advice. According to the International Business Times, buying Polyvore fits nicely into Yahoo CEO Marissa Mayer’s goal of fleshing out a solid infrastructure of social, mobile, video, and advertising businesses.

In an official Business Wire statement, Simon Khalaf, the senior vice president of publisher products at Yahoo, said, “Polyvore has built an excellent team, a category leading product, and a strong business based on a highly engaged community. The combination of Yahoo’s industry-leading digital content with Polyvore’s expertise in community and commerce has outstanding potential. We are thrilled to have the Polyvore team join us.”

As outlined in the announcement, Polyvore is expected to be a great asset to Yahoo’s portfolio of digital magazines and verticals, while Yahoo will be able to provide support and investment for the social shopping site. The Verge noted that the acquisition follows previous collaborations between Polyvore and Yahoo Style, in which the two companies partnered for subscriber-building style competitions. Marissa Mayer has also been close with Polyvore founder and CEO Jess Lee for many years; Lee was recruited by Mayer to work at Google in the early 2000s.

Exciting news for the Polyvore family. Polyvore + @Yahoo = 💜

A photo posted by Polyvore (@polyvore) on

Lee spoke favorably of the new arrangement, saying, “I’m delighted to join Yahoo. Our core mission of empowering people to feel good about their style will remain the same, but with Yahoo’s help we’ll be able to make Polyvore even bigger and better for our user community.”

Lee will now report directly to Khalaf, and Polyvore will move to the Yahoo offices in Sunnyvale, San Francisco, and New York.