By  on July 30, 2013

Advanstar Global LLC’s MAGIC Market Week has inked a deal to merge its online marketplace at shopthefloor.com with the digital business-to-business software platform from Balluun Inc. The agreement combines MAGIC’s reach among brands and buyers with Balluun’s technology, which will add new features to the trade show giant’s online commerce platform.

“This partnership combines complementary strengths and focus to benefit the markets and customers we serve,” said Joe Loggia, chief executive officer of Advanstar, whose MAGIC Market Week properties include Project, The Tents at Project, Project Mvmnt, MAGIC Men’s, WWDMAGIC, Pool and FN Platform. “Advanstar has leading brands and hundreds of thousands of customer relationships across multiple industries, while Balluun brings deep software development skills and the latest technology for B2B commerce.”

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