Rakuten in the company in August 2007 and, in 2010, it announced a joint venture with Baidu in China (Lekutian). In June 2011, Rakuten acquired Brazilian e-commerce firm Ikeda — since renamed Rakuten Brazil. In July, it bought German e-commerce start-up Tradoria and rebranded it Rakuten Deutschland, and in September UK online retailer and e-commerce marketplace Play.com for £25 million (almost $41 million), which was converted into the points-based loyalty program Rakuten.co.uk. In September 2011, Rakuten took a minority equity stake in Russian online retailer Ozon.ru, dubbed "Russia's Amazon", which had reported 2010 sales worth US$137 million. A four-company-strong consortium, led
Who What Wear the latest fashion news. In August 2009, the company published its first fashion book, "Who What Wear: Celebrity and Runway Style For Real Life". In March 2011, they published their second book, "What to Wear, Where". In 2012, the two founders launched Clique Media Group (now Clique Brands), a media and marketing company, and Who What Wear became the group's first media brand. In February 2016, Who What Wear partnered with department store retailer Target Corporation to launch a clothing and accessory line. In 2017, the company held its first live fashion show, as part of New York Fashion Week,