Yahoo tries to get more fashionable with Polyvore purchase

Yahoo! is the premier digital media company.

Yahoo today announced via blog post that it will acquire social fashion and shopping startup Polyvore.

Polyvore products and services will continue to operate following the close of the acquisition.

“Polyvore has built an excellent team, a category-leading product, and a strong business based on a highly engaged community”, Yahoo senior vice president of publisher products, Simon Khalaf, said in a statement.

Polyvore could actually provide Yahoo with new resources, customers and (perhaps most importantly) focus for a number of its digital commerce and content initiatives.

The purchase also is expected to help Yahoo’s native-advertising efforts.

“Polyvore will strengthen Yahoo’s digital magazines and verticals through the incorporation of community and commerce”, the official announcement reads, “and together Yahoo and Polyvore will power native shopping ads that drive traffic and sales to retailers”. A few of the Polyvore social and e-commerce tools could be integrated with the Yahoo Style and Yahoo Beauty sites. The combination of Yahoo’s exclusive, premium content with Polyvore’s expertise on community-driven experiences and retailer-supported commerce has unbelievable potential.

Financial details of the acquisition of the Silicon Valley-based startup were not disclosed.

Khalaf also said the Polyvore team will be joining Yahoo and working out of the company’s offices in Sunnyvale, San Francisco and New York, with CEO Jess Lee reporting directly to him.

Although its last quarterly earnings report was a bit of a mixed bag, Wall Street took notice as Yahoo officially filed to establish the long-awaited spinoff from its multi-billion dollar Alibaba investment.

Yahoo is shooting to complete the spinoff by the fourth quarter of 2015.