Yahoo said on Friday it agreed to buy fashion start-up Polyvore to help drive traffic and strengthen its mobile offerings. Yahoo said Polyvore will accelerate its 'Mavens' growth strategy - focus on mobile, video, native advertising and social.
Revenue from Mavens made up about one-third of the company's total revenue in the quarter ended June 30.
The Mavens portfolio includes BrightRoll, mobile app network Flurry, mobile ad buying platform Yahoo Gemini and blogging site Tumblr.
Polyvore allows users to mix-and-match articles of clothing and accessories and customise them into "sets".