Discovery platform TheFashion.com has raised $1.7m as it looks to expand across Northern Europe.
The London and Copenhagen-based startup aggregates fashion websites, bringing together retailers like ASOS, Farfetch, and TheOutnet into one place.
The investment was led by Copenhagen-based North East Venture Capital and The Danish Growth Fund.
Real-time personalised fashion
TheFashion.com acts like a fashion retailer and uses technology to learn about users’ tastes and show them items they’ll like.
It also shows all the content from its partner retailers in real-time. If an item sells out or goes on sale on ASOS, it will appear as sold out or on sale on the discovery platform.
Launched in May 2014, the startup now plans to use the funds to improve its taste algorithms and expand into Northern Europe, focusing on Sweden, Germany and the Netherlands.
It’s currently in the UK, USA and Denmark.
Startup experience
TheFashion.com was cofounded by Kasper Vardrup, the creator of Startupbootcamp and investment company Rainmaking, from whom the startup raised $400k in angel investment in 2013.
Vardrup says that TheFashion.com can help fix the ‘fragmented’ online fashion industry:
TheFashion.com was born out of our own frustrations at how time-consuming it is to shop for fashion online.
We believe a great shopping experience comes from simplicity, curation, and personalisation. We want to give our users an effective way to find the products they love.