NEW YORK, United States — IMG Fashion, the fashion division of global brand and event management giant IMG, which represents designers and produces fashion shows and fashion weeks around the world, has announced a partnership with Joor, an online marketplace that connects brands with retailers and brings the simplicity of B2C e-commerce to the wholesale buying process.

The deal will give designers within the IMG network access to the Joor platform with the aim of helping them to better transate the excitement and energy generated by their runway shows into concrete business results. Furthermore, retail buyers who participate in IMG Fashion-produced events will automatically be invited to join Joor, while those already registered with Joor will get access to certain IMG events.

“The initiative maximises the investment brands put into the image-building exercise of a fashion show, allowing them to extend that momentum into conversion and scalable results,” Joor founder and CEO Mona Bijoor told BoF.

“Our mission at IMG Fashion is to help designers extend the momentum of their brand beyond show day. We believe this new relationship will help create a direct impact on their businesses by building a program that seamlessly connects brands and retailers throughout the IMG Fashion ecosystem and gives them access to Joor to connect, browse and buy,” added Peter Levy, senior vice president and managing director of IMG Fashion Worldwide Events and Properties.

Joor currently works with more than 500 designer brands and 30,000 retailers, including Rag & Bone, McQ by Alexander McQueen, Neiman Marcus and Shopbop, and expects the volume of transactions conducted via the platform for 2013 to exceed $350 million.

The company, which already has offices in New York and Los Angeles, has recently expanded its physical footprint with a new office in Milan, catering to a growing number of European clients, and is eyeing further expansion.

“It is particularly beneficial to work with IMG in the Australian market, as the impact of this market to the business can be significant,” noted Bijoor. “Due to geographical contstraints, a number of brands don’t have access to the global landscape. The relationship between Joor and IMG makes this possible.”