Danish fashion platform Miinto has launched in Belgium this week. Smaller fashion retailers can sell their products on the platform, combining their strength to withstand larger web shops.
1,200 fashion stores
Miinto was already present in Denmark, the Netherlands, Norway and Sweden, but has now found its way to Belgium. It looks like a traditional fashion web shop, but smaller, local players actually pull the strings. Miinto products are made available by local retailers and if requested, the customer can be put in direct contact with the seller. The platform already collaborates with more than 1,200 independent fashion stores, which has led to more than 250,000 products on sale.
Danish Bestseller’s owner, Anders Holch Povlsen, acquired the platform a year ago. “Anders Holch Povlsen’s investment enables us to get customers familiarized with our brand and our formula based on local online shopping”, CEO and co-founder Konrad A. Kierklo said at the time. “This investment gives us additional possibilities to provide consumers with an alternative for international web shops.” Several Dutch companies also have a minority stake in the firm.