Miinto
Miinto operates an asset-light European fashion marketplace connecting roughly 1,300 independent boutiques with consumers across 13 country storefronts and the US, monetizing via marketplace commissions and AudienceStudio marketing services without holding any inventory itself.
- Company typePrivate
- Founded2009
- HeadquartersCopenhagen, Denmark
- Headcount101–250
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What Miinto does
Miinto is an asset-light, multi-vendor fashion marketplace founded in 2009 in Copenhagen, Denmark by school friends Konrad Kierklo and Mike Radoor. It connects approximately 1,300 independent European fashion boutiques with consumers through 13 country-specific webshops plus a US storefront (miinto.be, miinto.dk, miinto.fi, miinto.fr, miinto.de, miinto.it, miinto.no, miinto.pl, miinto.es, miinto.se, miinto.nl, miinto.co.uk, miinto.com), drawing roughly 10 million monthly visitors. Inventory remains owned and shipped directly by the physical boutique partners under a drop-ship model; Miinto never holds stock.
The underlying platform is a cloud-based marketplace that centralizes product catalog, imagery, and order routing, with plug-and-play integrations to more than 12 boutique point-of-sale systems (ACA, DdD Retail, EasyPOS, Front Systems, MICROCOM, SHARP, Softtouch, Softwear, Store Contrl, WASP, Polaris, Fastmag) and ten-plus e-commerce platforms (Shopify, Magento, WooCommerce, BigCommerce, Wix, Lightspeed, PrestaShop, Afosto, CCV Shop, EasyWebshop, Shoptrader). On top of this base, Miinto offers AudienceStudio, an in-house marketing services program that co-creates brand campaigns and exposes brand partners to its European audience, and operates The Vintage Bar, a wholly-owned second-hand designer fashion marketplace acquired in July 2022 with a stated target of growing second-hand to 25% of gross merchandise volume by 2025 (from approximately 5%). Data products for partners include buying recommendations, replenishment suggestions, seasonal trend reports, and weekly performance reports derived from data across 2,000+ fashion partners in 14 markets.
Miinto monetizes primarily through per-transaction commission (take rate) on sales routed through its marketplace, with secondary revenue from AudienceStudio marketing services fees paid by brand partners. Pricing for boutique partners is transaction-based with no disclosed upfront platform fee; brand-partner arrangements are quote-based and not publicly disclosed. The company is privately held under Miinto Holding AS (CVR 33365322) with Miinto A/S as the operating subsidiary, has raised approximately $52.6M across disclosed funding rounds (Dawn Capital 2012, Burda Principal Investments/Hippy/RTL Ventures 2016, Bestseller 2016, Bestseller/Burda 2019, Bestseller 2021), and had grown to over 200 employees by 2018. The current leadership team includes Konrad Kierklo as Group CEO, Jesper Buch as Co-Founder and Chief of Product Innovation, Jørgen Lindemann as Chairman, and CXOs covering CFO, COO, CMO, and CTO functions.
Miinto firmographics
Firmographics- Name
- Miinto
- Legal name
- Miinto Holding AS
- Website
- https://miinto-group.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Miinto operates an asset-light European fashion marketplace connecting roughly 1,300 independent boutiques with consumers across 13 country storefronts and the US, monetizing via marketplace commissions and AudienceStudio marketing services without holding any inventory itself.
- Ownership category
- akta.pro rank
Miinto industry classification
Industry- Product category
- Online Fashion Marketplace
- NAICS
- Clothing and Clothing Accessories Retailers (45811), Clothing and Clothing Accessories Retailers (458110)
- SIC
- Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Fashion & Accessories Marketplaces (CRAFABAA)
Keywords
Where Miinto is headquartered
LocationHeadquarters
- HQ city
- Copenhagen
- HQ country
- Denmark
- HQ region
- Europe
Markets served
Miinto business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Supply Chain
Revenue model
- Marketplace commission on boutique sales: Miinto takes a commission/margin on each transaction routed through its marketplace; the inventory is owned by partner boutiques, Miinto does not own stock. This is the core transactional revenue stream tied to gross merchandise volume.
- Brand marketing services (AudienceStudio): Revenue from brand partners for co-created marketing campaigns, creative services, weekly/monthly reporting, and promotion across Miinto's European audience of fashion-conscious consumers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | — | Boutique partner model: no upfront platform fee disclosed; Miinto earns on a per-sale basis from inventory sold through the marketplace. |
| Other | — | Brand partner model: bespoke commercial arrangement including performance reporting, dedicated Brand Growth Manager, and optional marketing services (AudienceStudio). |
Go-to-market motion3 records
Miinto product offering
Product offeringCore offering
Miinto operates an online fashion marketplace connecting more than 1,300 independent physical fashion boutiques and brands with consumers across 13+ European markets and the US through localized country-specific webshops (miinto.dk, miinto.de, miinto.co.uk, etc.). The platform is asset-light: Miinto does not hold inventory, instead routing orders to partner boutiques who ship directly from store stock, and earns a commission on transactions plus marketing-service fees from brand partners via its AudienceStudio program.
Product overview
Miinto operates a single unified marketplace platform rather than a separate suite of products: the core asset-light fashion marketplace connects roughly 1,300 independent European boutiques to consumers through 13 country-specific webshops (Miinto Belgium, Miinto Denmark, Miinto Finland, Miinto France, Miinto Germany, Miinto Italy, Miinto Norway, Miinto Poland, Miinto Spain, Miinto Sweden, Miinto The Netherlands, Miinto United Kingdom and Miinto United States). Built on top of that platform, Miinto AudienceStudio functions as an add-on marketing-services module available to brand partners, while The Vintage Bar is an acquired second-hand marketplace brand that extends the core platform's circular-fashion offering under shared back-office and product listings. Miinto Compliance Reports is a public regulatory disclosure service associated with the group.
Differentiator
Problem solved
Functional benefit
Brands
- Miinto AudienceStudio: In-house marketing services program that provides brands with tools, creative campaigns, and access to Miinto's high-value, fashion-conscious audiences across Europe.
Products and services
- Miinto fashion marketplace (core platform) Asset-light online fashion marketplace connecting more than 1,300 independent physical fashion boutiques and brands with consumers across 13+ European markets and the US; serves roughly 10M monthly visitors without Miinto holding inventory centrally.
- Miinto AudienceStudio In-house marketing services program that co-creates campaigns with brand partners, providing creative services, weekly/monthly reporting and targeted exposure to Miinto's high-value, fashion-conscious European audience. Available to brand partners on a bespoke commercial arrangement.
- The Vintage Bar Second-hand / vintage designer fashion marketplace acquired by Miinto in July 2022 to extend the core platform's circular fashion offering, sharing back-office operations and product listings with the main Miinto marketplace.
- Miinto country webshops (13 storefronts) Localized Miinto online storefronts (miinto.be, miinto.dk, miinto.fi, miinto.fr, miinto.de, miinto.it, miinto.no, miinto.pl, miinto.es, miinto.se, miinto.nl, miinto.co.uk, miinto.com) that route consumer orders to connected local boutique partners for direct fulfillment.
Companies that use Miinto
Customer profileIdeal customer profiles3 records
Miinto technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration26 records
AI capability4 records
Feature4 records
Miinto partnerships and signals
Strategic signalRecent moves6 records
Expansion highlights5 records
Miinto competitors and assessment
Company assessmentDirect peers
- Ssense: Canadian-headquartered luxury and streetwear fashion marketplace with strong European customer base. Overlaps on curated multi-brand luxury assortment, fashion-conscious audience targeting and high-end boutique partnerships.
- Vestiaire Collective: Global resale marketplace for pre-owned luxury fashion. Directly comparable to Miinto's Vintage Bar sub-brand in the circular-fashion category, competing for the same second-hand luxury supply and demand across European markets.
- The RealReal: US-based resale marketplace for authenticated luxury fashion. Closely comparable circular-fashion marketplace business with brand and boutique supply-side partners and a focus on premium/luxury second-hand apparel.
- ASOS: UK-headquartered online fashion multi-brand retailer serving a young, fashion-conscious European audience. Overlaps with Miinto on multi-brand fashion discovery, country-localized storefronts and direct-to-consumer marketing to a similar demographic.
- Farfetch: Global luxury fashion marketplace aggregating boutique and brand inventory. Closely comparable premium/luxury boutique marketplace model serving fashion-conscious consumers across multiple geographies with a drop-ship-from-boutique fulfilment approach.
- Mytheresa: Curated luxury fashion platform with localized country storefronts in Europe and the US. Closely comparable premium/luxury positioning, country-specific webshop model, and marketing-driven customer-acquisition motion.
- Zalando: Europe's largest online fashion platform operating a multi-brand marketplace across 20+ countries. Directly comparable multi-vendor fashion marketplace model with localized country storefronts, far larger scale and a competing take-rate/marketing-services economics.
Emerging players
- Vinted: European peer-to-peer resale marketplace for second-hand fashion with very strong localized country presence. Comparable through Miinto's circular-fashion initiative (The Vintage Bar) — same circular-economy trend but mass-market vs. luxury focus.
- Depop: Peer-to-peer resale marketplace with strong Gen-Z fashion positioning, owned by Etsy. Comparable via Miinto's stated ambition to reach younger generations through its circular-fashion push and similar use of social discovery.
Broad incumbents
- Yoox Net-a-Porter (YNAP): Richemont-owned global online luxury fashion multi-brand retailer. Overlaps with Miinto in the premium/luxury multi-brand online fashion category across European and US markets, though at significantly larger scale and with owned-brand portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Miinto social profiles
Digital presenceMiinto compliance and trust
Trust signalCompliance3 records
Miinto financial estimates
Financial estimateRevenue estimate
Valuation estimate
Miinto leadership team
Management profileNumber of profiles
Profiles8 records
Miinto subsidiaries and ownership
Company hierarchySubsidiaries1 record
Miinto funding detail
Funding detailFunding overview
Funding rounds5 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Miinto M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Miinto
What does Miinto do?
Miinto operates an online fashion marketplace connecting more than 1,300 independent physical fashion boutiques and brands with consumers across 13+ European markets and the US through localized country-specific webshops (miinto.dk, miinto.de, miinto.co.uk, etc.). The platform is asset-light: Miinto does not hold inventory, instead routing orders to partner boutiques who ship directly from store stock, and earns a commission on transactions plus marketing-service fees from brand partners via its AudienceStudio program.
Is Miinto a public or private company?
Miinto is a private company. It is classified as venture growth investor backed and is currently operating.
When was Miinto founded?
Miinto was founded in 2009. It employs 101 to 250 people.
Where is Miinto based?
Miinto is headquartered in Copenhagen, Denmark, in the Europe region.
How does Miinto make money?
Two revenue lines are on record. Marketplace commission on boutique sales are the primary driver. The others are brand marketing services (AudienceStudio).
Who are Miinto's main competitors?
Direct peers on record are Ssense, Vestiaire Collective, The RealReal, ASOS, Farfetch, Mytheresa and Zalando. Emerging players are Vinted and Depop. Yoox Net-a-Porter (YNAP) is listed as a broad incumbent.
Does Miinto have an API?
No public API is recorded for Miinto.
What industry is Miinto in?
Miinto's product category is Online Fashion Marketplace. Its primary akta.pro industry code is CRAFABAA, Fashion & Accessories Marketplaces. Its NAICS code is 45811 and its SIC code is 5600.