Polyvore Looks Stylin' In This New $5.6 Million Round Of Funding

In a world where print media is collapsing, it would seem that fashion magazines could easily make a case for why they’ll still exist in the future. As great as their content may or may not be, a large part of their success is about seeing the pictures of the hot new fashions. But there’s an online site that arguably does that better too, Polyvore. And they just got a big bag of new money to expand their service.

The service, which just crossed 4 million unique visitors and 150 million pageviews a month, allows web shoppers to pull their favorite items any online store and mix and match to create personalized outfits online. Users can then share their creations with friends, and, most importantly, anyone can then buy the items shown.

This social side of shopping has users engaged. The average visitor spends 10 minutes on the site each time they log on, we’re told.

The new $5.6 million Series B round is led by Matrix Partners, alongside previous investors Benchmark Capital and Harrison Metal Capital. Previously, the site had raised $2.5 million from Benchmark, Harrison Metal, Reid Hoffman, and Nirav Tolia.

Polyvore launched in 2007, founded by a bunch of ex-Yahoo employees. Since then, it has expanded the team with some talent from the likes of Google and Intuit. The plan for this new money is to further expand the engineering and sales teams, and to promote growth.