AEFFE Lab

What AEFFE Lab does

AEFFE Lab (legal entity Aeffe Lab S.r.l., VAT IT02479750693) is an Italian boutique digital agency founded in 2014 by Angela Boggian, Fabio Genovese, and Antonella Fontebasso, headquartered in Chieti with additional offices in Milano and Padova and operating presence in the United Kingdom. The company positions itself as a verticalized 'fashion digital agency' delivering bespoke e-commerce and digital marketing services to enterprise fashion and retail brands, distinguishing itself from generic web shops through domain expertise accumulated since its founding.

Its service catalog centers on e-commerce full outsourcing (strategy, design, development, hosting, system integration, store management, logistics coordination, customer service, and business intelligence), augmented by digital marketing (SEO, SEM, social, email, affiliate, digital PR, marketplace management), omnichannel integration with physical retail, identity design, customer care, and replatforming across major platforms (Shopify, BigCommerce, Magento/Adobe Commerce, PrestaShop). The technology stack is platform-agnostic implementation services rather than proprietary infrastructure, with one notable asset: a 'Products Management' app published on the BigCommerce marketplace for bulk category/discount operations. More recent productized additions include a 3D Configurator Box (Oct 2022), Digital Showroom for B2B wholesale, Touch-Screen Sales Systems, PIM solutions, and Web Accessibility services.

Commercially, AEFFE Lab runs a professional services model with bespoke, project-based, multi-year contracts and quote-based pricing — no public pricing or revenue is disclosed. The go-to-market is direct enterprise sales targeting fashion and retail brands across the B2C and B2B/wholesale layers, supported by an extensive partnership ecosystem (core: BigCommerce, Shopify, Google, Meta; secondary: AWS, Amazon, eBay, Pinterest, LinkedIn, and European fashion marketplaces). Customer base disclosed via case studies spans 15+ enterprise fashion brands across categories including outerwear, footwear, knitwear, bridal, menswear, and multi-brand retail, including Refrigiwear, Murphy&Nye, Ahirain, 7camicie, CR7 Footwear, Filippo De Laurentiis, and Capuzzi Moda. The disclosed headcount band is 1-10 employees, no funding rounds have been raised, and the company is privately held by its three founders.

Name

AEFFE Lab

Legal name

Aeffe Lab S.r.l.

Website

https://aeffelab.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

AEFFE Lab is an Italian boutique fashion digital agency, founded in 2014, providing bespoke e-commerce full outsourcing, digital marketing, omnichannel, and customer care services to enterprise fashion and retail brands primarily in Italy and Europe.

Ownership category

akta.pro rank

Product category

Fashion e-commerce services and digital marketing

NAICS

Management Consulting Services (54161), Other Scientific and Technical Consulting Services (541690)

SIC

Services-Advertising Agencies (7311), Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

Enterprise Application License Advisory, Vendor Management & Optimization (BPAEAGAO)

Keywords

• Fashion e-commerce agency
• E-commerce outsourcing services
• Digital marketing services
• Omnichannel retail solutions
• Fashion brand identity design

Headquarters

HQ city

Chieti

HQ country

Italy

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. E-commerce Full Outsourcing Services: AEFFE Lab provides comprehensive e-commerce solutions including strategy, planning, design, development, hosting, technical support, system integration, store management, logistics, customer service, legal and financial services, and business intelligence. These are bespoke professional services tailored to each fashion brand client.
2. Digital Marketing Services: Services include SEO, SEM, social media marketing, direct email marketing, affiliate marketing, digital PR, marketplace management, ROI monitoring, and marketing automation for fashion e-commerce brands.
3. Identity Design Services: Brand identity development and visual storytelling services for fashion partners, creating strong and clear brand visions.
4. Customer Care Services: Multi-channel customer support including order assistance, returns management, post-sales support, issue resolution, online chat, and social media assistance.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

AEFFE Lab is a fashion digital agency that creates, designs, and manages e-commerce websites in full outsourcing, promotes them through digital marketing services (SEO, SEM, social media, email, affiliate, digital PR), and grows them through business intelligence. Operations are supported by proprietary tools including a Products Management app for BigCommerce and a 3D Configurator Box, with omnichannel integration across ERP, PIM, logistics, and physical retail touchpoints.

Product overview

AEFFE Lab is a fashion digital agency offering a comprehensive suite of e-commerce and digital marketing services. The core offerings include E-commerce Full Outsourcing (encompassing design, development, hosting, logistics, and customer service), Digital Marketing (SEO, SEM, social media, email marketing, affiliate marketing), Identity Design, Omnichannel Strategy, Retail Expertise, and Customer Care. The agency also provides specialized modules including System Integration, the proprietary Products Management App for BigCommerce, Touch-Screen Sales Systems for physical retail, PIM solutions, 3D Configurator Box for product personalization, and Digital Showroom for B2B wholesale. They operate as a services agency rather than a software product company, with expertise across major e-commerce platforms including BigCommerce, Shopify, and PrestaShop.

Differentiator

Problem solved

Functional benefit

Products and services

• E-commerce Full Outsourcing Comprehensive end-to-end e-commerce service for fashion and retail brands covering web design, content production, system integration, hosting, technical support, logistics, customer service, and business intelligence, delivered as a full outsourcing engagement.
• Digital Marketing Full suite of digital marketing services for fashion and retail brands including SEO, SEM, social media marketing, direct email marketing, affiliate marketing, digital PR, marketplace management, and marketing automation.
• Identity Design Brand identity development and visual storytelling services for fashion partners, creating clear brand visions and recognizable identities for target audiences.
• Omnichannel Strategy Integration of digital and physical retail channels providing seamless customer experiences across online and offline touchpoints, including cross-channel strategy development and customer experience management.
• Retail & Fashion Expertise Strategic retail consulting for fashion brands including retail management, offline distribution development, and omnichannel approaches for launching new brands or extending existing ones.
• Customer Care Multi-channel customer support for fashion e-commerce including order assistance, returns and exchanges, post-sales support, issue resolution, online chat, social media assistance, and customer training.
• Products Management App for BigCommerce Proprietary app available in the BigCommerce marketplace that enables merchants to create discounts for one or more categories/products, perform bulk modifications of product and category characteristics, and refine product sorting, supporting BigCommerce catalog management workflows.
• Replatforming Services Migration of e-commerce platforms between systems (e.g., PrestaShop to Shopify, Magento to Shopify, PrestaShop to BigCommerce) including data migration, redesign, and ongoing support for fashion brands.
• 3D Configurator Box Online product personalization tool that allows fashion customers to customize products with 3D configuration, presented by AEFFE Lab as a frontier capability for fashion e-commerce personalization.
• Digital Showroom Virtual showroom solution for wholesale B2B sales, providing a digital experience for viewing collections, checking fabric details, and placing orders, used by fashion brands such as Ahirain.
• Touch-Screen Sales System Interactive touch-screen kiosk application deployed in physical retail stores enabling customers to browse catalogs, check availability, and complete purchases via smartphone, integrating in-store and online channels.

Named customers15 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

Feature1 record

Partnerships

Twelve partnerships are on record, tiered core and minor.

• BigCommercecoreTechnology or IntegrationAEFFE Lab is a BigCommerce partner specializing in e-commerce replatforming to BigCommerce. They developed a proprietary 'Products Management' app available in the BigCommerce marketplace. Their replatforming services leverage BigCommerce's Open SaaS solution for scalable e-commerce with integrated maintenance, hosting, and PCI compliance.
• ShopifycoreTechnology or IntegrationAEFFE Lab is a Shopify partner providing e-commerce development, migration, and management services. They handle Shopify store development with mobile-first design, theme customization, and platform optimization.
• GooglecoreGTM or Marketing PartnerGoogle partner providing advertising services including Google Ads campaign management for fashion e-commerce clients.
• Meta (Facebook/Instagram)coreGTM or Marketing PartnerMeta partner for social media advertising campaigns and Facebook/Instagram marketing services for fashion brands.
• PinterestminorGTM or Marketing PartnerPinterest marketing partner for visual discovery advertising campaigns.
• LinkedInminorGTM or Marketing PartnerLinkedIn marketing partner for B2B advertising services.
• MiintominorChannel Partner/ Reseller/ DistributorEuropean fashion marketplace partner for Scandinavian and Northern European fashion distribution.
• DrezzyminorChannel Partner/ Reseller/ DistributorItalian fashion marketplace partner for brand distribution.
• StylightminorChannel Partner/ Reseller/ DistributorEuropean fashion discovery and shopping platform partner.
• StileominorChannel Partner/ Reseller/ DistributorItalian fashion price comparison and marketplace platform.
• ShopalikeminorChannel Partner/ Reseller/ DistributorEuropean fashion and lifestyle marketplace partner.
• TradedoublerminorGTM or Marketing PartnerAffiliate marketing network for performance-based customer acquisition.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Jakala S.p.A. Italian marTech and data-driven marketing services provider. Comparable as an Italian-headquartered digital services firm targeting enterprise clients with combined marketing technology and consulting capabilities.
• Webranking: Italian SEO and digital marketing services firm with content, search and analytics offerings. Comparable for the SEO/performance marketing overlap in AEFFE Lab's full-outsourcing stack.
• TSW S.r.l. Italian digital agency providing web design, e-commerce development, SEO and digital marketing services. Comparable boutique competitor operating in overlapping Italian SMB-to-mid-market accounts.
• Triboo S.p.A. Italian-listed digital commerce group offering e-commerce operations, digital marketing and omnichannel services. Closely comparable given overlapping B2B services for retail/fashion brands and similar platform-agnostic positioning.
• Conversion Ecommerce Agency: Italian e-commerce agency delivering development, design and digital marketing services for online stores across multiple verticals. Directly comparable as a domestic e-commerce implementation and marketing services peer.

Broad incumbents

• Reply S.p.A. Italian-listed digital consulting and systems integration group with broad enterprise e-commerce, experience design and digital marketing capabilities. Comparable as a larger incumbent with overlapping enterprise application and customer experience services.
• Accenture Song: Global professional services firm's experience/digital agency arm, offering commerce and content production services. Comparable for the large-enterprise digital marketing and commerce transformation capabilities that compete for similar fashion brand mandates.
• Engineering Group: Large Italian IT services and digital transformation group active across consulting, systems integration and proprietary platforms. Comparable as a broader incumbent offering end-to-end digital services that AEFFE Lab offers in fashion-specific contexts.
• Publicis Groupe: Global advertising holding company with extensive digital agency networks (e.g., Publicis Sapient, Digitas). Comparable for the digital marketing, e-commerce platform delivery and omnichannel capabilities that overlap with AEFFE Lab's stack.

Emerging players

• Salestools / Mode Analytics-style fashion commerce enablers: Emerging European fashion-focused commerce enabler offering digital showrooms and B2B sales tooling. Comparable for the overlap with AEFFE Lab's Digital Showroom B2B wholesale solution and fashion-vertical productised software angle.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/aeffelab
• LinkedInit.linkedin.com/company/aeffe-lab
• Instagraminstagram.com/aeffelab_official
• Xx.com/aeffelab

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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 AEFFE Lab