Looking Back on 15 Years of Wholesale Innovation

Today, JOOR is the leading digital wholesale platform for the fashion industry, with more than 14,000 discerning brands and 675,000 curated fashion buyers across 150 countries connecting on our platform, but a little over 15 years ago, we were just an idea.

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We are so proud of everything we have achieved in a relatively short space of time, and on our 15th anniversary, we’d like to take this opportunity to thank our global community of brands and retailers. Without your partnership, it would not have been possible for us to revolutionize the wholesale process in the way we have and set a new digital standard for how brands and buyers collaborate. Your belief in our mission and unwavering support have been integral to our growth and success.

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Over the last 15 years, we’ve listened closely to the industry’s changing needs and have developed innovative solutions to best serve emerging retail trends and ever-evolving markets. This article takes a look back at some of our key milestones from the past 15 years that helped propel the wholesale industry forward, and the brands and retailers that supported us along the way.

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JOOR's 15-Year Timeline

JOOR has been revolutionizing fashion wholesale for the last 15 years, and each year has brought moments that have accelerated the industry forward.

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‍Here are some of these key milestones: 

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• 2010: JOOR is founded, and our plan to revolutionize wholesale fashion begins
• 2011: Diane Von Furstenberg becomes the first client to go live on JOOR
• 2012: 1,000 fashion brands have now joined the JOOR platform
• 2013: 30,000 fashion retailers have now joined our global network
• 2014: We process over $3,000,000,000 in transactions in a single year
• 2015: Our team now spans across North America, Europe, and Asia-Pacific
• 2016: We launch our innovative Pro Retail platform
• 2017: 100 million units have now been sold on JOOR since our launch
• 2018: We enter the Japanese market via a close partnership with Itochu
• 2019: We hit our millionth brand-retailer connection made on the platform 
• 2020: JOOR Passport launches in the face of the pandemic
• 2021: We raise $46 million in investment to expand JOOR further
• 2022: We launch JOOR Pay allowing brands and retailers to process payments in platform
• 2023: We become an industry thought leader thanks to our data-driven insights and trend reports
• 2024: We hit $100 billion dollars in GMV processed since JOOR began
• 2025: Our latest data-driven solution, JOOR Discover, launches

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2010 - JOOR is Founded

In the year 2010, JOOR was founded with the vision to revolutionize the way fashion brands and retailers collaborate. We had big plans to become the industry’s largest curated B2B network, and we knew it would take a lot of hard work to get there, but we were ready for the challenge!

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2011 - Our First Client Goes Live

In 2011, our first client, the incomparable Diane Von Furstenberg, went live on JOOR. Having the trust of a legendary American designer brand helped to establish our platform as the future epicenter of wholesale fashion and reinforced to the world that we had truly created something special. 

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2012 - 1,000 Brands on JOOR

Just two years after our inception, we had already onboarded 1,000 brands onto the JOOR platform! Our goal of becoming the go-to destination for fashion brands looking to manage and grow their business was now a reality, and we were eager to take things to the next level…

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2013 - 30,000 Retailers on JOOR

In 2013, we had onboarded a staggering 30,000 fashion retailers from around the world onto JOOR. Retail buyers were spreading the word about the benefits of JOOR, and soon, we had gained notoriety as the go-to platform for buying wholesale fashion.

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2014 - $3B Annual Transaction Volume

In 2014, we hit a huge milestone by processing over $3,000,000,000 in transactions in a single year! One of our main goals had always been to simplify the wholesale ordering process to help fashion brands drive more sales, and reaching this figure felt like we had truly achieved that! 

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2015 - A Growing Global Team

By 2015, JOOR had a growing global presence with team members in North America, Europe, and Asia-Pacific. As a remote-first company, we have always embraced global diversity, inclusivity, and flexibility and ten years ago, we were ahead of the game in our approach to building an international team to support our growing global business. Now, we wouldn’t have it any other way! 

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2016 - Pro Retail Platform Launches

2016 saw the launch of our innovative Pro Retail platform, designed to help scale wholesale buying for department stores and multi-brand e-commerce players. JOOR’s enterprise retail solution is still used by leading global retailers today, including Harrods, Harvey Nichols, Printemps, Shopbop, and Dover Street Market.

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2017 - 100 Million Units Sold

By the year 2017, 100 million units had been sold on JOOR since its launch! From virtual showrooms to digital linesheets, we equipped brands with everything they needed to maximize those all-important sales, and they continued to exceed our expectations. 

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2018 - JOOR Takes Japan

In 2018, we established a close partnership with Japanese textile giant Itochu. This collaboration marked our entry into Japan and the start of our rapid growth in the region’s market, something we are incredibly proud of to this day.

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2019 - 1M New Connections Made on JOOR

Brands and retailers flocked to our platform to connect with each other, and by 2019, we had helped facilitate over a million retail connections. Today, we’re delighted that our platform still provides the perfect space to make new business relationships and nurture long-lasting partnerships that drive repeat business.

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2020 - JOOR Passport Launches

The pandemic sent the fashion industry into panic mode, but we quickly responded by creating JOOR Passport, our digital trade show platform for retailers to discover new brands and place orders. Our virtual showcase tool proved hugely successful when international travel was limited in 2020, and it’s still one of our most popular features to date. 

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2021 - JOOR Raises $46 Million

The start of a new decade saw us accelerate our global expansion, and to support our rapid growth, we raised $46M in investment. We’ve always had great partners that support our mission to create innovative solutions that address our clients' needs and deliver the best possible wholesale buying and selling experience. We are incredibly grateful to them for enabling us to continue to make JOOR what it is today.

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2022 - JOOR Pay Launches

We launched our embedded payment solution, JOOR Pay, in 2022 to help integrate invoicing and payment processing, allowing JOOR to become an end-to-end wholesale solution. It was a huge success— improving cash flow and mitigating risks typically associated with collecting payments. Many of our network say it’s still their favorite feature on JOOR!

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2023 - JOOR Becomes an Industry Thought Leader

In 2023, we began to use our transaction data to create actionable insights for the fashion industry. With exclusive platform stats from more than 14,000 brands and 675,000 curated fashion buyers across 150 countries, as well as valuable survey data from our vast global network, we were able to begin producing trend reports and whitepapers, which received international media coverage and provided valuable insights to help our clients improve their business decision making.

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2024 - $100 Billion in Wholesale Transactions

Last year, we surpassed $100 billion dollars in GMV processed since JOOR began. This extraordinary achievement was a proud moment for us, and we remain incredibly grateful to our community for helping us reach this remarkable milestone!

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2025 - JOOR Discover Launches

This year, we launched our new data-driven solution JOOR Discover, built to help buyers identify and connect with the best brands for their needs and to assist brands looking to establish new retail partnerships to drive growth. WWD described it as a tool to "simplify wholesale matchmaking in the fashion industry… eliminating the time-consuming work of researching new suppliers and trying to identify contacts via Google or Instagram" and we couldn’t have put it better ourselves!

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In Conclusion

From a compelling vision in 2010 to more than $100 billion in wholesale transactions today, JOOR’s exponential growth is a testament to what’s possible with innovation and collaboration. For 15 years, we’ve built alongside our community of brands and retailers—and together, we’ve redefined what wholesale can be.

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Looking ahead, our commitment is clear: to keep listening, keep innovating, and keep creating new solutions that best serve the fashion industry’s evolving needs. We thank you for joining us on this journey and look forward to continuing to shape the future of fashion for many years to come.

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