Joyned Aims To Make Shopping More Fun For Consumers, Profitable For Retailers

Joyned Aims To Make Shopping More Fun For Consumers, Profitable For Retailers

Like the best innovations, Joyned, a white label shopping service, was inspired by the need for a solution that didn't exist at the time. "Joyned was created four years ago when I was engaged to my wife," said CEO Jonathan Abraham. "I had a wedding to schedule, and I was so happy, but this euphoria turned into a never-ending list of chores." The first item on the list was buying a suit. Abraham had no idea about how to go about the purchase. "I have eight cousins, and each one is awesome and very spot-on in everything related to fashion," he said. "I had hundreds of open tabs on my computer, and that was before leaving the house. The experience for me was very hectic. It was a bad experience." It dawned on Abraham that there was something he could do about this. "I realized that we already had this ideation group," said Abraham, a serial entrepreneur and physicist based in Jerusalem, referring to his team. "This is my fifth startup." Joyned, which was previously called Gamitee, in late September announced that it had raised $4 million in seed funding to continue developing its SaaS e-commerce platform. Abraham renamed the