Joor is an online wholesale
marketplace that gives brands and retailers a simplified way to buy and sell products,
streamlining communication, discovery, and buying.
While the New York-based
startup’s customers are largely fashion houses, Joor plans to expand its scope
to reach all retailers across multiple categories in the future, with the aim
of becoming the de facto operating platform for brands and retailers.
The company makes money from user
and transaction fees from brand customers. Currently more than 500 designers
and 30,000 buyers use Joor which has 30 staffers in three offices.
When Joor started out three
years ago, it raised awareness through existing contacts and focused on working
with the best brands to deliver referrals and testimonials.
Joor hired a head of
communications, who works with a publicist, at the end of last year to develop
a communications strategy.
“I wish we did it earlier
on,” says Mona Bijoor, founder and CEO. “Because we are so lean, it was hard
for anyone on the management team to handle PR.
“We’ve made great progress in
a short amount of time, and we are getting press every week, which is unusual
for a b-to-b company of our size,” she adds.
Joor hired Airfoil at the
start of the year. Bijoor explains its strategy is striking the right balance
between the fashion and tech worlds. One of the main challenges ? making B2B “sexy.”
Joor is now looking to expand
the brand overseas and its PR strategy is to raise its profile in Australia and Europe
While social media is not a
huge part of Joor’s strategy, it plans to do more in the area. The company will
also be capitalizing on milestones, as it is expected to process $350 million
in orders this year.