What Shoptrue does

Shoptrue, Inc. is a privately held consumer-facing fashion marketplace that offers a personalized shopping experience. Founded in 2021 and operating from Salt Lake City, Utah, the company is structured as a Delaware C-corporation. According to its SEC Form D filing dated September 29, 2021, Shoptrue conducted a $6 million exempt securities offering via the sale of equity securities, indicating early venture-backed capitalization. The company's product positioning targets fashion-conscious consumers seeking curated apparel discovery, distinguishing its intended value proposition from generic, discount-led e-commerce marketplaces.

Shoptrue maintains a small workforce of 11 to 50 employees. Its executive bench is led by founder and CEO Romney Evans, supported by a dedicated Chief Fashion Officer and a General Manager — a leadership structure that signals a fashion-curation-led operating model rather than a price-driven marketplace approach. However, no specific product architecture, technology stack, pricing mechanics, customer segments, distribution channels, marketing channels, partnerships, or unit economics are documented in the available sources.

The company's primary web presence at shoptrue.com currently displays only a Google Sites placeholder page, and the firm has no documented mobile application, public API, third-party integrations, or awards. With no disclosed customer counts, GMV, gross margin profile, or revenue, the company's operational maturity beyond its 2021 incorporation, branding structure, and leadership appointments cannot be substantively evaluated from the available data. The thinness of the evidence base is itself the most material observation for an investor: the verifiable footprint consists almost entirely of the corporate formation and the single funding filing.

Name

Shoptrue

Legal name

Shoptrue, Inc.

Website

https://shoptrue.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Shoptrue is a privately held, consumer-facing fashion marketplace offering a personalized shopping experience. Founded in 2021 and headquartered in Salt Lake City, Utah, the company operates with 11-50 employees and is backed by $6 million in equity funding.

Ownership category

akta.pro rank

Product category

Online Fashion Marketplace

NAICS

Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Fashion & Accessories Marketplaces (CRAFABAA)

akta.pro secondary industries

Apparel, Footwear & Accessories Online Retailers (CRAFADAB), Virtual Styling & Outfit Planning (HSACAJAF)

Keywords

• Fashion marketplace
• Online apparel shopping
• Personalized fashion platform
• Consumer e-commerce
• Clothing discovery platform

Headquarters

HQ city

Salt Lake City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Core offering

Shoptrue operates a consumer-facing fashion marketplace that delivers a personalized shopping experience for apparel and related fashion categories. The platform is designed to help individual shoppers discover and purchase curated fashion items through an online, personalized discovery interface.

Product overview

Limited information available in the provided sources. The sources consist of a minimal Google Sites placeholder webpage and an SEC Form D filing indicating Shoptrue, Inc. is a Delaware corporation that conducted an exempt securities offering. No specific products, services, or detailed product architecture information is available in the source data.

Differentiator

Problem solved

Functional benefit

Products and services

• Shoptrue Personalized Fashion Marketplace

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves2 records

Expansion highlights3 records

Broad incumbents

• ASOS: ASOS is a large online fashion retailer targeting a similar digitally native shopper with broad assortment and personalization features. Relevant incumbent comp on scale and category.
• Nordstrom: Nordstrom's online store and personal stylist services compete for the same mid-to-premium fashion shopper that Shoptrue targets, with vastly larger assortment and brand relationships.
• Amazon Fashion: Amazon Fashion is a broad incumbent offering apparel with growing personalization via recommendations. Massive scale and data advantages make it the dominant competitive backdrop for any fashion marketplace.
• Shopbop: Shopbop is an Amazon-owned premium fashion online retailer offering curated apparel and accessories. Comparable premium-fashion ecommerce positioning.

Direct peers

• Le Tote: Le Tote is a personalized women's fashion rental service. Smaller and more directly comparable in business model than larger incumbents, particularly for women's apparel personalization.
• Stitch Fix: Stitch Fix pioneered personalized apparel shopping via data-driven styling, the same core value proposition Shoptrue is pursuing. It is the most directly comparable peer in personalized fashion discovery.
• Rent the Runway: Rent the Runway offers a curated, personalized fashion rental experience to consumers. Overlaps with Shoptrue on the personalized-discovery angle within fashion ecommerce.
• Farfetch: Farfetch operates a global luxury fashion marketplace with personalized discovery and brand partnerships. Comparable marketplace model and premium-fashion target customer.
• thredUP: thredUP operates an online resale fashion marketplace with personalization elements, competing for the same digitally native fashion shopper. Comparable marketplace mechanics and target customer.

Others

• Klarna: Klarna's shopping and personalization features increasingly encroach on curated discovery, and it partners with major fashion retailers. Relevant ecosystem adjacency shaping the competitive landscape.

Market position

Strengths3 records

Weaknesses3 records

Competitive moat3 records

Key risks5 records

Key highlights4 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors3 records

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

M&A

Investments

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

Frequently asked questions about Shoptrue