Video shopping platform Joyus has raised an $11.5m series B led by Time Warner Ventures, the corporate venturing arm of the eponymous media business, and by Interwest Partners. Joyus uses short marketing videos to support an e-tailer platform that hosts around 600 brands. The company claims that the video retailing model gives a significantly increased rate of conversion from browsers to customers.  Led by former Google executive Sukhinder Singh Cassidy, Joyus focuses mainly on high-end women’s goods, and was launched in 2011 with $7.9m backing from Accel Partners and Harrison Metal, alongside angel investors Joel Hyatt, of Current TV, and Venky Harinarayan and Anand Rajaraman, both Wal-Mart executives. 

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