Industry Fashion Key people Kasper Vardup, CEO | Founded 2013 Website thefashion.com | |
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Founder Ida Adler Olsen
Troels Knak-Nielsen
Kasper Vardrup | ||
The Fashion is a website and discovery platform that aggregates a multitude of fashion sites into one interface. Its aim is to provide users a streamlined shopping experience. The Fashion maintains localized sites for users in the United Kingdom, United States and Denmark, and offers a selection from over 150 online shops with 1,000 brands. The company is headquartered in London and Copenhagen. Co-founder Kasper Vardup serves as its CEO.
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History
The Fashion was founded in 2013 by serial entrepreneurs Ida Adler-Olsen, Kasper Vardup, and Troels Knak-Nielsen. Olsen was previously a project manager at the Copenhagen School of Entrepreneurship and a partner at Echo.it, an enterprise social network startup. Vardup previously founded phone recycling company GreenWire and business incubator Startup Bootcamp. He is also a partner at venture capital firm Rainmaking. Knak-Nielsen previously worked with Vardup as chief technology officer at GreenWire.
The Fashion received $400,000 in angel investment from Rainmaking and angel investor Kristian Byrge in 2013. The site officially launched in the United Kingdom, United States, and Denmark in May 2014. In November of that year The Fashion closed a $1.7 million seed funding round led North East Venture Capital and the Danish Growth Fund. The funding round was intended to help the site expand into Sweden, Germany and the Netherlands.
Website and business model
The Fashion aggregates information from various fashion websites and online stores to allow consumers an overview of available clothing and accessories and compare prices without visiting individual retailers’ sites. The site also updates in real time information from retailers such as price or amount of items in stock. After a consumer selects an item they wish to purchase, The Fashion redirects the user to the retailer’s website where they can finalize their purchase. The site is paid by the retailer a percentage of the total sales price of each sale made.
The site maintains localized websites for users in the United Kingdom, United States, and Denmark. It also uses algorithms and machine learning technology to tailor to individual users content such as the type of fashion products or styles displayed by the site. Users can filter displayed items by designer, brand, color, size, and price. The Fashion curates fashion trends and updates on a weekly basis for its userbase.