Miinto

About Miinto

Miinto operates as a collective online fashion platform, connecting a network of independent boutiques with a global customer base. The company was founded in Denmark in 2009 by high school friends Konrad Kierklo and Mike Radoor. The idea originated from their struggle to find specific fashion brands in their small hometown, sparking the mission to connect fashion-conscious consumers with the world's best boutiques. Prior to founding Miinto, Kierklo worked as a financial advisor and auditor. In 2016, he was named to the Forbes '30 Under 30' list for Retail and eCommerce.

The company's business model is asset-light; it does not own any inventory or operate warehouses. Instead, it provides a digital storefront for over 1,800 physical retail stores and brands, giving them access to a larger market and benefiting from Miinto's technical and marketing infrastructure. Revenue is generated based on the success of its partners, as Miinto's growth is directly tied to the sales of the boutiques on its platform. This model aims to help brick-and-mortar stores thrive in the digital era by providing them with an additional sales channel for their existing stock. The platform offers a broad selection of products, including apparel, footwear, and accessories for women, men, and children from luxury, premium, and local brands.

Miinto has expanded significantly since its inception and now operates in 13 European markets, with offices in Copenhagen, Warsaw, Milan, and Oslo. Key milestones include securing a $6 million Series A investment from Dawn Capital in 2012 and a major investment from Anders Holch Povlsen in 2016. The company has also engaged in strategic acquisitions, such as purchasing the Polish fashion platform Showroom in 2019 and merging with The Vintage Bar in 2022. In 2020, Miinto reported reaching a revenue milestone of 1 billion DKK. For the 2023/24 fiscal year, revenue grew by 21% to DKK 466.5 million, with a Gross Merchandise Value (GMV) of DKK 1.85 billion. The company has also expanded into the U.S. market and has heavily invested in AI to personalize the customer experience and optimize internal processes.