Fashion Cloud

What Fashion Cloud does

Fashion Cloud is a Hamburg-based B2B SaaS company, founded in 2015, that operates a digital wholesale platform connecting over 700 fashion brands with approximately 30,000 multi-brand retailers across Europe. The platform covers the full wholesale lifecycle through an integrated suite of products: Digital Showroom for immersive sell-in, OrderWriter for digitized pre-orders, B2B Shop for reorders, Smart Replenishment for data-driven automated replenishment, Content Solutions for marketing and product data distribution, and add-on modules such as Clara POS, E-com Longtail, and OrderWriter Connect. These products sit on a Data Hub foundation that integrates with 40+ ERP systems via standardized EDI protocols (PRICAT, ORDRSP, DESADV), is hosted on AWS infrastructure, and supports 7+ languages across 50,000+ global POS locations.

The technology stack includes MongoDB Atlas, Auth0/Okta (EU-hosted for data residency), Cloudflare CDN, HubSpot for CRM and marketing automation, and Intercom for customer support. Fashion Cloud generates recurring subscription revenue from both sides of the two-sided marketplace (brands and retailers) and operates a hybrid go-to-market combining self-serve onboarding for retailers with enterprise field sales for brands, supplemented by industry event participation. The company is ISO/IEC 27001:2022 certified and GDPR-compliant, and operates offices in Hamburg (headquarters) and Amsterdam, with backing from Verdane following a €25 million investment in December 2022 and two acquisitions completed in 2023 (Stockbase and Stitch Showroom).

Name

Fashion Cloud

Legal name

Fashion Cloud GmbH

Website

https://fashion.cloud

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

101–250 employees

Short description

Fashion Cloud operates a B2B SaaS wholesale platform connecting 700+ European fashion brands with 30,000+ retailers, spanning digital showrooms, EDI-integrated ordering, and automated replenishment via a Data Hub with 40+ ERP integrations.

Ownership category

akta.pro rank

Product category

Fashion Wholesale B2B Software

NAICS

Clothing and Clothing Accessories Retailers (45811), Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

B2B Marketplaces & Wholesale Platforms (BPAMAGAD)

akta.pro secondary industries

Apparel & Textile Wholesale Marketplaces (CRAFAHAI), Fashion & Accessories Marketplaces (CRAFABAA)

Keywords

• B2B wholesale platform
• Fashion industry software
• Order management system
• EDI data exchange
• Retail brand collaboration

Headquarters

HQ city

Hamburg

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations

Revenue model

1. SaaS Platform Subscription: Fashion Cloud operates as a B2B SaaS platform providing subscription-based access to its wholesale ecosystem. Brands and retailers pay recurring fees to access the platform's order management, content distribution, and data integration capabilities. The platform connects over 700 brands and 30,000 retailers, generating recurring subscription revenue from both sides of the marketplace.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Fashion Cloud operates a cloud-based B2B SaaS wholesale ecosystem connecting over 700 fashion brands and 30,000 retailers across Europe. The platform digitizes the entire wholesale process from preorder through reorder and after-sales, offering Digital Showroom, OrderWriter, Smart Replenishment, B2B Shop, Content Solutions, and standardized EDI data exchange integrated with 40+ ERP systems.

Product overview

Fashion Cloud is an all-in-one B2B digital wholesale ecosystem for the fashion, footwear, and sports industries that connects fashion brands and multi-brand retailers across the entire wholesale process. The platform operates as a modular architecture built around a Data Hub foundation that enables product data management and ERP connectivity. The core product suite includes Digital Showroom for immersive sell-in experiences, OrderWriter (buying app) for digitized preorders, Smart Replenishment for automated data-driven reorders, B2B Shop for collaborative ordering, and Content Solutions for marketing material and product data distribution. Additional modules include Product Data Integration, Data & EDI Services for standardized data transfers, Clara POS for point-of-sale operations, and E-com Longtail for extended product range management. The ecosystem connects 700+ brands and 30,000+ retailers across Europe.

Differentiator

Problem solved

Functional benefit

Products and services

• Digital Showroom Premium sell-in experience for fashion brands featuring immersive product presentations, seamless order management, and innovative digital setup, enhancing order quality and wholesale sales processes. Used by brands such as Tommy Hilfiger, Guess, and GANT.
• OrderWriter Buying app for retailers that digitizes the preorder process, replacing manual entry with electronic order management. Connects to brands via EDI and OrderWriter Connect, matching articles and converting orders for ERP systems.
• Smart Replenishment Data-driven reorder solution that integrates real-time stock and sales data from retailers and brands to automate reorders, suggest optimal inventory levels, and deliver actionable insights to boost sell-through and reduce lost sales.
• B2B Shop Collaborative ordering platform enabling brands and retailers to manage reorders through a single interface with one login and one unified data source, streamlining the reorder process across the wholesale network.
• Content Solutions Suite of content management tools including Marketing Material Download and Product Data Download, enabling retailers to access and distribute product imagery, campaign materials, and sustainability information from brands.
• Data & EDI Services Electronic Data Interchange (EDI) services standardizing data transfers including PRICAT, ORDRSP, and DESADV messages, connecting brands and retailers worldwide for smooth and efficient order management.

Quantifiable outcome

• Products appear up to 10 days earlier in retailer webshops with automated integration
• +2 more outcomes

Named customers20 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Eight partnerships are on record, tiered core, infrastructure, marketing operations and customer support.

• Stitch (PVH-backed venture)coreStrategic or Co-development Partner · 14 November 2023Fashion Cloud acquired the Stitch Showroom, a digital showroom solution developed by PVH-backed venture Stitch. The acquisition integrated Stitch's immersive digital platform with Fashion Cloud's data capabilities to enhance offerings in fashion wholesale and modernize the buying process.
• StockbasecoreStrategic or Co-development Partner · 6 September 2023Fashion Cloud acquired Stockbase to expand its European B2B network for the fashion industry. The deal connected and enhanced both platforms' networks to facilitate greater collaboration among brands and retailers across Europe.
• AWS (Amazon Web Services)infrastructureTechnology or IntegrationFashion Cloud uses Amazon Web Services for information technology infrastructure and related services including storage space and computing capacities. AWS provides the cloud infrastructure backbone for the platform's operations.
• MongoDB AtlasinfrastructureTechnology or IntegrationFashion Cloud uses MongoDB Atlas as its cloud-hosted database service to store and manage platform data. MongoDB provides the data layer supporting Fashion Cloud's B2B wholesale ecosystem.
• Auth0 (Okta)infrastructureTechnology or IntegrationFashion Cloud uses Auth0 for authentication and single sign-on (SSO) for logging into the platform and Showroom. Auth0's EU-hosted tenant ensures authentication data remains within the EU.
• HubSpotmarketing operationsTechnology or IntegrationFashion Cloud uses HubSpot for CRM, marketing automation, sales Hub, content Hub, CMS, and analytics. HubSpot's integrated platform supports Fashion Cloud's marketing, sales, and customer relationship management across the business.
• CloudflareinfrastructureTechnology or IntegrationFashion Cloud uses Cloudflare as a Content Delivery Network (CDN) to deliver content faster and more securely through regionally distributed servers, improving website performance for global users.
• Intercomcustomer supportTechnology or IntegrationFashion Cloud uses Intercom for communications platform with messenger, chat, and chatbot functions for customer support and assistance on the platform.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Tradeshift: Tradeshift provides B2B e-commerce, EDI, and supply chain finance platforms connecting buyers and suppliers. While not fashion-specific, it overlaps with Fashion Cloud's EDI services and order management capabilities across global B2B trade.
• Salesforce B2B Commerce: Salesforce Commerce Cloud's B2B Commerce offering provides wholesale order management, digital storefronts, and ERP integration for manufacturers and brands. As a broad incumbent, it overlaps with Fashion Cloud's data and EDI capabilities but operates across all verticals rather than specializing in fashion wholesale.
• BigCommerce B2B Edition: BigCommerce B2B Edition provides wholesale commerce functionality including price lists, quoting, and order management for brands selling to retailers. It is a broad incumbent in B2B commerce that competes indirectly with Fashion Cloud's OrderWriter and B2B Shop products across multiple verticals including fashion.
• Alibaba.com: Alibaba.com is a global B2B marketplace connecting manufacturers, brands, and buyers. While it operates in wholesale broadly rather than fashion-specifically, it is comparable as a B2B platform serving wholesale operations and competes for brand marketing and distribution budgets that touch Fashion Cloud's value proposition.
• Shopify B2B: Shopify's B2B offering enables brands to manage wholesale operations including catalogs, pricing tiers, and ordering. As a broad incumbent in e-commerce, it competes for fashion brand wholesale budgets that might otherwise flow to Fashion Cloud, though without fashion-specific showroom or EDI capabilities.

Emerging players

• RangeMe: RangeMe (Everbility platform) is a B2B product discovery and sourcing platform connecting brands with retail buyers. It is comparable as a B2B marketplace serving brands and retailers, though it focuses on broader product discovery rather than fashion-specific wholesale operations.
• Elastic Suite: Elastic Suite is a B2B wholesale platform focused on fashion and outdoor brands, providing digital showrooms and inventory management. It overlaps with Fashion Cloud's Digital Showroom and Smart Replenishment offerings, particularly in the fashion and sports verticals, but has narrower geographic footprint.

Direct peers

• JOOR: JOOR is a leading B2B fashion wholesale marketplace connecting brands and retailers globally. It is the closest direct competitor to Fashion Cloud, offering digital showroom, order management, and data integration for fashion wholesale with similar target customer base of brands and multi-brand retailers.
• NuORDER: NuORDER (acquired by Lightspeed Commerce) is a B2B e-commerce platform for wholesale, serving fashion, apparel, and lifestyle brands with digital showroom and order management tools. It directly competes with Fashion Cloud in the same product category and customer base, with similar core functionality around digital showrooms and B2B ordering.

Regional players

• Le New Black (by ThePlatform): Le New Black is a digital B2B platform for fashion brands and showrooms, particularly strong in France and Continental Europe. It is comparable to Fashion Cloud in digital showroom functionality and European fashion focus, though with different geographic concentration and customer mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/fashioncloud
• Facebookfacebook.com/fashioncloud1

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries2 records

Funding overview

Funding rounds4 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A3 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fashion Cloud