Fashinating has been closed
Total Equity Funding
$134.28k in 2 Rounds from 1 Investor
Fashinating is a startup helping individuals discover, track and shop for apparel, accessories, shoes and jewelry online.
Fashion, News

Company Details



What is Fashinating?

Fashinating helps people discover, track and shop apparel, accessories, shoes and jewelry online, all sourced from the best online retailers globally. The company holds a pending US patent on its fashion discovery process that profiles users’ actions and makes targeted product recommendations.

The service has successfully launched in 2010 operating 7 co-branding solutions for publishers like Microsoft and Men's Health. Fashinating operates in 3 district country markets.

The Problem

Online fashion retail is the most popular category of e-shopping in many countries and the fastest growing in the US with growth of 20%. Markets like the UK offer an overwhelming choice to the online consumer. Just shopping for t-shirts on Amazon UK gives you a choice of over one million different options. If someone placed one t-shirt next to the other to help you decide you would have to walk 5 days non-stop to actually view them all! The problem here is clear, what is the best way to help you discover the perfect t-shirt?

The Solution

Fashinating makes real time recommendations based on the users’ instant choices and accumulated profile. This ensures that you see the best t-shirts out of the one million first! Others might claim the same, but who makes the best targeting? Even the perfect recommendation engine cannot function without taste data! The winner in this industry will be the one able to gather and utilize user data quickly. Fashinating’s patented process ensures visitors add on average 8 products to their favorites per visit! This ensures it selects the best t-shirts for you when at the same time it displays large pictures helping you make the right choice.

Project Status

The company has been funded to date by its founders’, select angels and the Openfund (http://theopenfund.com) in 2009. Its users have added over 8 million products to their favorites to this date.

Fashinating today features over 200K products and has over 250 agreements with eshops like GAP, Asos, Far Fetch, French Connection and Ted Baker - most of them for the UK and the US vertical.

Funding Rounds (2) - $134.28k

DateAmount / RoundValuationLead InvestorInvestors
Aug, 2011€65k / Angel0
Apr, 2010€30k / Seed1

Investors (1)

News (7)

Feb 28, 2013TechCrunch - Fashinating on Techcrunch
Feb 28, 2013Business Insider (tech) - Fashinating on Business Insider
Feb 28, 2013WSJ - Fashinating on WSJ
Feb 28, 2013edition.cnn.com - Fashinating on CNN, on the video
Feb 28, 2013The Next Web - Fashinating on TNW
Jan 8, 2013TechCrunch - OpenFund Closes New €10M Fund, Adds Incrediblue And WorkableHR To Portfolio
Oct 31, 2011theopenfund.com - Fashinating raises 40404 in seed round

Competitors (9)

  • Dressipi is a provider of one-to-one personalisation solutions for the fashion industry.
  • Empora is the fashion search engine - shop from thousands of the most fashionable stores and brands in one place.
  • Like.com is a visual search engine that allows users to find similar products on the web and compare their prices.
  • Lyst offers a personalized fashion marketplace where users can create a customized shopping feed of products.
  • Nuji is a marketplace to discover the Internet's best fashion and lifestyle products.
  • Pinterest is a visual bookmarking tool for saving and discovering creative ideas.
  • ShopStyle operates a social shopping website that sells clothes, bags, shoes, and cosmetics.
  • StyleFeeder was a social shopping service featuring a powerful recommendation algorithm, acquired by Time Inc. in 2010

Offices/Locations (1)

  • Office

    Theodorou Kolokotroni 8


    Larnaka, 7080


Past Team (2)


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