As fashion becomes increasingly international, connected and data-driven, JOOR is creating a digital ecosystem that brings brands and retailers together – from discovery and collection presentation to ordering and payment.
Fashion has always been built on relationships: between designers and buyers, brands and boutiques, showrooms and department stores, emerging labels and the retailers willing to introduce them to new audiences.
For decades, many of these relationships developed through seasonal appointments, trade shows, showroom visits and printed line sheets. Those physical interactions remain fundamental to the industry. What is changing is the infrastructure behind them.
Fashion wholesale is entering a new digital era.
And this transformation goes far beyond replacing paper order forms with screens. It is about creating a connected environment where brands can present collections, identify new retail partners, manage orders, understand sales performance and complete payments across different markets.
At the centre of this shift is JOOR, a global digital wholesale ecosystem connecting fashion brands and retailers around the world.
Extending the showroom
The traditional fashion calendar created clearly defined moments for buying and selling. Today, the relationship between a brand and its retail network extends well beyond the seasonal appointment.
A buyer might discover a label online, explore its collection before a meeting, place an order at a trade show and return later to reorder the products performing best with customers.
JOOR brings these different stages together within a single digital environment. Brands can identify potential retail partners, create virtual showrooms and digital line sheets, manage orders and analyse sales performance, while invoicing and payment tools extend the process through to the completion of the transaction.
Importantly, digital does not need to compete with physical interaction.
At a showroom or trade show, sales teams can access collections and take orders through the JOOR iPad app, including offline. The relationship can then continue digitally after the meeting.
Technology, in this sense, is not replacing the showroom. It is extending its possibilities.
Making a global market more accessible
For an independent fashion brand, international expansion has traditionally required significant resources: finding buyers market by market, travelling, exhibiting at trade shows and gradually building a network of trusted partners.
A connected global ecosystem can shorten that distance.
JOOR today brings together 14,000 brands across 53 categories and 675,000 buyers in more than 150 countries, with more than $100 billion in wholesale transaction volume facilitated through the platform.
Its network includes established fashion names such as Valentino, Balmain, Chloé, Loewe, The Row, Jacquemus and Ganni, alongside major international retailers and an extensive network of independent boutiques worldwide.
The growing importance of those independent retailers is particularly significant. According to JOOR’s platform data, their share of total transaction volume increased from 49% in 2020 to 62% in 2025.
For ambitious brands, international growth therefore no longer depends solely on securing a major department-store account. It can also mean developing the right network of independent retailers across multiple cities and markets.
This transformation goes far beyond replacing paper order forms with screens. It is about creating a connected environment where brands can present collections, identify new retail partners, manage orders, understand sales performance and complete payments across different markets.
Connecting the right brand with the right buyer
Creating a strong collection is only part of the challenge. The next is being discovered by the right people.
Through JOOR Discover, brands can navigate a global network of vetted retailers, identify potential partners and make their prospecting more targeted. Digital showrooms then allow buyers to explore collections before, during and after appointments.
This creates an interesting convergence between brand storytelling and commercial infrastructure: the environment in which a collection is presented can also become the place where a new business relationship begins.
And once those relationships generate orders, data creates another layer of opportunity.
Real-time reporting can help brands understand which products are performing, which retailers are reordering and where demand is emerging – turning wholesale activity into information that can support future decisions.
According to JOOR, brands experience an average 29% increase in wholesale sales between their first and second years on the platform. Client case studies also report reductions of up to 60% in order-processing time and 80% in wholesale operational costs.
From discovery to payment
The commercial journey does not end when an order is placed.
JOOR Pay integrates payment collection into the same ecosystem, helping brands manage another often complex part of international wholesale. According to JOOR, brands using the service receive payments 19 days faster on average and spend 80% less time on payment collection.
The result is an infrastructure that connects multiple stages of wholesale – discovery, presentation, ordering, intelligence and payment – while allowing the human relationships at the heart of fashion to remain exactly that: human.
The buyer remains. The showroom remains. The personal conversation remains.
What is changing is the digital ecosystem surrounding them.
And as fashion becomes increasingly international, distributed and data-driven, that infrastructure may prove just as important as the physical places where the industry continues to meet.
Discover how JOOR is connecting fashion brands and retailers across more than 150 countries and supporting their growth in global markets.
Website: joor.com
CONTACT & INFORMATION
The official representative of the JOOR platform for Greece is Fishmotion (Costas Koutsantonakis).
e-mail: info@fishmotion.com
Contact Person: Costas Koutsantonakis
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