Australian company now owns Kleding.nl

Australian Mitula Group has acquired clothing search engine Kleding.nl and affiliate company Fashiola for 11 million euro. Despite its new owner, Kleding BV will continue to operate autonomously.

Faster European growth

“We are very happy to have acquired Kleding, which will immediately gives us a powerful position in the vertical search for fashion. Our other Mitula search engines, with more than 80 million monthly visits, can help grow this in the future”, Mitula Group CEO, Gonzalo del Pozo, said.

In sixteen countries, Kleding BV manages vertical comparison websites, including Kleding.nl in the Netherlands and Fashiola in Belgium. It is also present in Denmark, Germany, Spain, Switzerland and France, but Mitula’s new acquisition should help to increase its European growth.

Mitula, founded in 2009, has more than 100 digital market places, ranging from real estate to cars and fashion, across 51 countries. “Fashion is important to us, because we would like to shift from “clicks supplier” to a company that can generate a more continuous stream of income for its partners. The fashion industry uses a shared provision and that fits our strategy well”, Del Pozo said on Kleding BV’s acquisition. 

Kleding.nl, launched in 2012, went abroad in 2013 through its affiliate firm, Fashiola. More than 1,000 web shops promote about eighteen million pieces of clothing on the search engines, which get a percentage for each item sold.