By  on March 22, 2013

NEW YORK — IMG Fashion has forged a partnership with Joor, the online fashion wholesale marketplace, to assist designers in expanding their businesses through Joor’s digital reach.“Our relationship with Joor allows IMG Fashion’s global community of designers to extend the momentum beyond the runway, through to the buying process,” said Peter Levy, senior vice president and managing director, IMG Fashion Worldwide Events and Properties. “Joor simplifies the wholesale process for brands and buyers, and will help our designers more seamlessly reach their long-term business goals.”Under the program, retailers and buyers who register for any IMG Fashion produced event globally (the company produces 38 fashion weeks around the world) will be invited to join Joor and given access to shop hundreds of brands worldwide without having to leave the office. In addition, retailers and buyers already registered on the Joor platform will be granted access to attend IMG Fashion’s various fashion events worldwide. IMG produces such events as Mercedes-Benz Fashion Week in New York, Berlin, Australia and Istanbul, and Mercedes-Benz Fashion Week Swim in Miami. Joor currently connects more than 500 designers and 30,000 retailers, including Rag & Bone, Diane von Furstenberg, Vince, Thakoon, McQ by Alexander McQueen, Neiman Marcus and Shopbop. Using its platform, brands can upload their line sheets and buyers can browse them and select the merchandise they want for their stores, essentially eliminating paperwork and manual data entry.More than $100 million in transactions were completed through the Joor platform in 2012. The company is on track to complete more than $350 million in transactions this year. Joor raised a Series A funding round of $5.5 million in July 2011 spearheaded by Battery Ventures, with help from Forerunner Partners and Lerer Ventures.“For many fashion brands and retailers, the buying process is surprisingly archaic —many designers are still taking orders in person with carbon-copy paper,” said Joor founder and chief executive officer Mona Bijoor. “Joor has transformed this process for the hundreds of designers and thousands of buyers using our platform.”

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