Miinto launches in the UK

This week sees the launch of destination fashion site Miinto (www.miinto.co.uk) in the UK.

Miinto, which has reportedly already been an ’incredible’ success in Denmark, Norway and Sweden, offers a dedicated full-service online sales outlet for independent fashion retailers to expand their business through the web.

The collaborative project is claimed to combine the fashion expertise of the best boutiques in the UK with Miinto’s online expertise and the ability to deliver intelligent ecommerce and ’exceptional’ customer service. The categories on offer include intimate apparel, menswear, womenswear, childresnwear, sportswear and accessories.Miinto.co.uk lauches with over 350 brands from 33 boutiques, including multi award winning boutique The Dressing.

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500 products are already available on the site from brands including 7 For All Mankind, American Vintage, Antik Batik, Ash and Day Birger et Mikkelsen.

The Dressing Room founder and retail expert Deryane Tadd said: “E-commerce has been a big focus for our business over the past couple of years and will continue to be where we drive our business going forward rather than open more stores. Miinto offers us an extra avenue to sell our product, helping The Dressing Room to reach a wider audience.

“I am confident in their business model as they have a very strong track record in Scandinavia. I am thrilled to be working with Miinto on the launch of their site and look forward to great things to come.”

Miinto.com was developed from an idea generated by two Danish high-school entrepreneurs, Konrad Kierklo and Mike Radoor.

They won second prize in the national Young Enterprise competition, and attracted the attention of successful businessmen Carsten Mikkelsen, angel investor in the London-based Internet success JustEat.com and several other European startups, and Jesper Buch, leading co-founder of JustEat.com.

In spring 2009, with the vital backing and investment of Mikkelsen and Buch, Miinto.com was launched in Denmark and has since witnessed successful launches and very steep growth in other markets including Norway, Sweden and the USA. In 2012, Miinto.com is present in seven countries, and expects to exceed 50 million Euro in turnover.

The success of the now established business model in Denmark is backed through strong figures reported from top-selling boutiques, such as SportMaster, which made sales in excess of £170,000 in 2011 and Schelde, a boutique that stocks brands such as Isle Jacobsen, Just Female, Modstrom with a reported a total earning of £72,000 in 2011.

Miinto UK managing director Richard said: ’We level the playing field by sharing our knowledge of the internet and unite independent boutiques to form an on-line buinsess that enables them to compete with the on-line giants.’





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