FashionUp

What FashionUp does

FashionUp (legal entity S.C. FUP DISTRIBUTION S.R.L.) is a Romanian B2C online fashion marketplace founded on 18 July 2014 and headquartered in Bucharest. It sells clothing, footwear, accessories (watches, bags, sunglasses, jewelry, belts, hats, scarves, gloves), and beauty products (perfumes, cosmetics, makeup accessories) to three primary consumer segments — women (Femei), men (Barbati), and children (Copii) — with a secondary price-conscious segment positioned around sale/discounted SKUs. Sales channels include the fashionup.ro storefront for Romania, the fashionup.bg storefront for Bulgaria, native iOS and Android mobile applications, and the MarketUP! third-party seller marketplace. A dedicated call center operates Monday to Friday 09:00–18:00 via 031-413-7400.

The platform is a conventional e-commerce retail stack — a product catalog filtered by brand, color, size, and occasion; secure card payment processing via the Romanian MobilPay gateway under a Comodo SSL certificate; and a curated assortment spanning premium (Emporio Armani, Michael Kors, Guess) and accessible (Casio, Q&Q) labels. Pricing is unit-based in Romanian Lei (lei), with per-SKU prices ranging from approximately 24.90 lei (protective masks) to over 2,400 lei (watches), and sale prices prominently shown alongside original prices. Marketing relies on organic social (Facebook, Instagram, Pinterest), a content blog (ceimbracazi.ro), and listings on Glami.ro, a regional fashion product discovery platform.

FashionUp operates on a bootstrapped-and-small-rounds basis. Four disclosed funding rounds from undisclosed investors aggregated approximately $2.3M between March 2015 and June 2017; two bolt-on acquisitions (click4fashion.ro in September 2016 and PiuStyle.com in December 2016) are documented, both for undisclosed amounts. The company appears privately held with no institutional or VC backing beyond those rounds, 11–50 employees, and is led by Founder Alin V. Stanciu, Chairman Roberto Zuccato, and COO Mira Anghelescu. Geographic reach is limited to Romania (primary) and Bulgaria (secondary); no products, services, or proprietary technology beyond the e-commerce storefront and marketplace are disclosed.

Name

FashionUp

Legal name

S.C. FUP DISTRIBUTION S.R.L

Website

https://fashionup.ro

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

FashionUp (S.C. FUP DISTRIBUTION S.R.L.) is a Romanian B2C online fashion marketplace founded in 2014 in Bucharest. It sells apparel, footwear, accessories, watches, and beauty to women, men, and children via e-commerce stores in Romania and Bulgaria, native mobile apps, and the MarketUP! third-party marketplace.

Ownership category

akta.pro rank

Product category

Online Fashion Retail

NAICS

Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651)

akta.pro primary industry

Fashion & Accessories Marketplaces (CRAFABAA)

akta.pro secondary industries

Fast Fashion & Trend-led Apparel Retail (CRAAABAH), Fast Fashion Accessories (Bags, Belts, Jewelry, Hair Accessories) (CRAAAGAF)

Keywords

• Online fashion retail
• Multi-brand apparel
• Fashion marketplace
• Footwear accessories
• Beauty products

Headquarters

HQ city

Bucharest

HQ country

Romania

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail e-commerce sales: FashionUp generates revenue through direct online retail sales of fashion products (clothing, footwear, accessories, watches, beauty) to consumers. Prices are listed in Romanian Lei (lei). The company also operates a marketplace (MarketUP) enabling third-party sellers to sell on the platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

FashionUp is an online multi-brand fashion retailer selling clothing, footwear, accessories, watches, and beauty products to consumers in Romania and Bulgaria through the fashionup.ro and fashionup.bg e-commerce platforms and native mobile apps. The company also operates the MarketUP marketplace, enabling third-party sellers to list and sell fashion products alongside its own inventory, with customer support provided via a dedicated call center.

Product overview

FashionUp operates as an online fashion e-commerce marketplace offering clothing, footwear, accessories, and beauty products for women, men, and children. The core FashionUp platform is complemented by the MarketUP! marketplace enabling third-party sellers, mobile applications for Android and iOS, and a regional Bulgarian version (FashionUp Bulgaria). Product categories span women's, men's, and children's fashion including dresses, tops, outerwear, footwear, bags, watches, jewelry, sunglasses, and beauty products including perfumes and cosmetics.

Differentiator

Problem solved

Functional benefit

Brands

• MarketUP!: Marketplace platform operated by FashionUp for third-party sellers to list their products

Products and services

• FashionUp Online Fashion Marketplace Online fashion e-commerce platform offering clothing, footwear, accessories, watches, and beauty products for women, men, and children, serving consumers in Romania and Bulgaria with home delivery.
• MarketUP! Marketplace

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Four partnerships are on record, tiered minor and core.

• MarketUP Sellers / PartnersminorChannel Partner/ Reseller/ DistributorFashionUp operates a marketplace called MarketUP where third-party sellers and partners can list and sell products on the FashionUp platform. The company also recruits new marketplace partners through its 'Vreau sa devin partener MarketUP!' (I want to become a MarketUP partner) page, indicating an active partner recruitment program.
• MobilPaycoreTechnology or IntegrationMobilPay provides secure payment processing infrastructure for FashionUp's e-commerce transactions, enabling customers to pay by card. MobilPay is a widely used Romanian online payment gateway.
• Glami.rominorGTM or Marketing PartnerFashionUp products are listed on Glami.ro, a fashion product discovery and comparison platform. Glami.ro features a FashionUp partner badge, driving additional product visibility and traffic to the fashionup.ro website.
• FashionUp BulgariaminorChannel Partner/ Reseller/ DistributorFashionUp.bg is the Bulgarian version of the FashionUp e-commerce platform, operated as a separate country-specific storefront serving Bulgarian consumers.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bonprix: European online fashion retailer with local Romanian storefront, offering multi-brand-priced fashion and family-friendly assortment. Directly comparable Romanian GTM and category.
• ASOS: Global online fashion retailer serving Romania with multi-brand apparel, footwear, and accessories. Comparable model but at vastly larger scale and with global brand authority.
• Zalando: Pan-European online fashion platform actively serving Romania with multi-brand apparel, footwear, and accessories. Directly comparable business model (online multi-brand fashion marketplace), customer base, and category breadth.
• Modivo: CEE online fashion and footwear platform (part of the eobuwie Group) active in Romania with multi-brand premium fashion positioning. Direct competitor on category mix, premium-brand assortments, and CEE expansion strategy.
• Showroomprivé: European online fashion retailer with an off-price/event-sale model across multiple CEE and Western markets. Comparable on multi-brand fashion assortment and discount-led discovery, with relevance to FashionUp's sale/discount pricing tactics.
• Answear: CEE-focused online fashion retailer operating a multi-brand marketplace across several Central and Eastern European countries including Romania. Comparable on assortment breadth, market, and digital native model.
• About You: Hamburg-based online fashion marketplace with localized CEE operations, including Romania. Overlaps with FashionUp on multi-brand apparel/footwear/accessories assortment and digital-first GTM.

Broad incumbents

• Sephora: Multi-category beauty retailer with Romanian online presence, overlapping with FashionUp's beauty/perfume category. Broader assortment and brand authority differentiate, but adjacent within FashionUp's catalog.
• eMAG: Romania's largest general online marketplace, with a substantial fashion category alongside electronics and home. Comparable as a Romanian e-commerce destination, but broader and non-specialized versus FashionUp's fashion focus.

Regional players

• Elefant.ro: Romanian multi-category online retailer with strong fashion, beauty, and toys exposure. Comparable audience and geography, but broader assortment and offline retail presence differentiate the business model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/FashionUp.ro
• Instagraminstagram.com/fashionup.ro
• Pinterestpinterest.com/fashionupro
• Xx.com/FashionUpMall
• LinkedInlinkedin.com/company/fashionup-online-mall

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds4 records

Investors

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

M&A2 records

Investments

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

Frequently asked questions about FashionUp