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Barbara Santamaria
Sep 19, 2019
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Premium Group inks partnership with Joor

Translated by
Barbara Santamaria
Sep 19, 2019

Germany’s Premium Group, the trade fair organiser behind the likes of Premium and Seek, has entered into a strategic partnership with Joor, a wholesale platform for brands. The tie-up will open up opportunities for Premium in the US market and help brands access a centralised digital platform. 

Anita Tillmann and Jörg Arntz see great opportunities for the Berlin-based trade fairs - PREMIUM GROUP

Their alliance has multiple benefits, particularly considering Joor’s established network of 8,600 brands and 200,000 retailers. 

“With Joor, and its recent acquisition of Veee, we found the perfect partner to bolster our digital capabilities,” said Anita Tillmann, managing partner of Premium Group. 

“Through this partnership, we look forward to furthering the progress that’s been made to bridge the offline and online experience at our events and support our long-standing network of retailers and brands worldwide in accessing the US-market.”

A team of Joor experts will be on hand during Berlin Fashion Week in January at the Premium and Seek trade fairs to help brands and assist them with any queries, the companies announced.

In addition to the strategic partnership, Joor announced on Tuesday the acquisition of Veee, a B2B wholesale tech platform founded by Jeanny Wang and Thomas Johan Lorenz in 2018. Roughly 1,800 existing Veee customers will be added to the Joor platform. 

“Sharing the same vision, we're excited about joining forces and the added benefits Joor will bring to our existing customers and the impact this will have on the industry overall,” said co-founder and managing partner of Veee, Thomas Johann Lorenz. As part of the deal Lorenz will take over the role of commercial advisor at Joor.

Joor has offices in New York, Los Angeles, Philadelphia, Paris, London, Milan, Madrid, Melbourne and Tokyo, and its digital platform serves brands across the fashion, beauty and lifestyle sectors.

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