Empora scoops up FashionFreax to combine search and social for fashion

Online fashion search company Empora has acquired German fashion social network FashionFreax.net, a multilingual fashion social network. Terms were not diclosed. Founded by the Theilmann twins in 2006, FashionFreax is in German, English, French, Spanish and Portuguese has members in 90 countries.

The acquisition will see Empora enable FashionFreax with its fashion search technology to connect users’ street style content to products available for sale online. In turn, FashionFreax users will feature on Empora’s street style channel.

Investor Alexander Straub is executive chairman of Empora and says merging people, content and product search has “demonstrated huge demand for a richer fashion discovery experience.”

Empora launched www.empora.de in late June, a German language version of the original Empora launched in April 2009.