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
Fab (website) 2014, Fab launched a sister website Hem, a design site offering customized furniture designs. In 2014, Bradford Shellhammer left his role as chief design officer to create his own curated design marketplace, Bezar. Fab made its first acquisition in January 2012 when it purchased independent fashion retailer FashionStake. In February 2012, Fab purchased German flash sales website Casacanda. Four months later the company acquired UK-based online design retailer Llustre. In June 2014, Fab acquired Finnish e-retailer One Nordic Furniture for an undisclosed sum paid in cash and stock. Fab promoted social commerce. The company maintained an Inspiration Wall where members