The Curated

What The Curated does

The Curated is a Norwegian direct-to-consumer fashion brand founded in 2018 by Nicola Harlem, headquartered in Oslo with operations in Asker. The company designs and sells sustainable luxury womenswear and menswear staples—including cashmere and wool-blend coats (notably The New York Coat at $610 USD), 100% Royal Cashmere knitwear, structured blazers, silk garments, leather accessories, and a Men's Capsule collection—built around a Scandinavian aesthetic emphasizing timeless silhouettes, premium natural fibres, and documented supply-chain traceability. Distribution runs through five localized Shopify e-commerce storefronts (US, EU, UK, Australia & NZ, Norway) with pre-paid duties and taxes in key markets, three owned physical stores in Asker, Oslo, and Copenhagen, and wholesale placement in eight Galeries Lafayette department stores across France and Luxembourg. The technology stack is a standard Shopify-hosted e-commerce architecture supplemented by Google Analytics for traffic analysis, hCaptcha for bot protection, FedEx and Australia Post for fulfilment, and a Verdn Ltd partnership for environmental impact pledges. Revenue is generated through one-time product sales (full price, pre-order, and archive sale) plus gift cards and the Privé Membership loyalty program, with no subscription model and a $25 return fee reflecting the brand's lower-margin, accessible-luxury positioning.

Name

The Curated

Legal name

The Curated AS

Website

https://shopthecurated.net

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

The Curated is a Norwegian direct-to-consumer fashion brand, founded in 2018 by Nicola Harlem, selling sustainable luxury womenswear and menswear staples—cashmere coats, knitwear, blazers, and leather accessories—through Shopify e-commerce storefronts, owned stores in Norway and Denmark, and Galeries Lafayette wholesale in France and Luxembourg.

Ownership category

akta.pro rank

Product category

Luxury Apparel and Accessories

NAICS

Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Clothing and Clothing Accessories Retailers (458110)

SIC

Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Luxury & Designer Apparel Houses (CRAAAAAC)

akta.pro secondary industry

Luxury & Designer Collectibles Retail (Sneakers, Handbags, Watches) (CRALAGAN)

Keywords

• Sustainable fashion brand
• Luxury womenswear
• Premium cashmere knitwear
• Leather fashion accessories
• Menswear capsule collections

Headquarters

HQ city

Asker

HQ country

Norway

HQ region

Europe

Offices10 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: Direct product sales of luxury fashion items (coats, knitwear, accessories, leather goods) through owned e-commerce storefronts and physical retail locations. Products are sold at full price and sale prices, with pre-order capabilities for select items.
2. Gift Cards: Digital and physical gift cards sold on the website, valid for 12 months from date of purchase. Gift cards can be used toward future product purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

The Curated is a Scandinavian-inspired fashion house that sells women's and men's wardrobe staples, leather accessories, and home essentials under its own brand. Its assortment emphasizes premium natural fibers, timeless silhouettes, and products such as cashmere and wool-blend coats, knitwear, blazers, silk staples, and handcrafted leather goods. The company sells through regional e-commerce storefronts, owned retail locations, and wholesale partners.

Product overview

The Curated is a Scandinavian luxury fashion brand offering a carefully considered collection of womenswear, menswear, and home essentials at honest prices. The core portfolio centers on premium natural-fibre garments — including artisanally crafted cashmere/wool blend coats (The New York Coat, Cashmere Coats), 100% Royal Cashmere knitwear, structured blazers (The Emma Hill Blazer), silk staples, leather accessories, and a Men's Capsule collection. The brand also offers a Gift Cards product and the Privé Membership loyalty program. The entire collection is distributed through Shopify-hosted regional e-commerce storefronts (US, EU, UK, Australia & NZ, and Norway) and through owned retail stores and Galeries Lafayette wholesale partners in Europe.

Differentiator

Problem solved

Functional benefit

Products and services

• The New York Coat A signature artisanally crafted wool-and-cashmere-blend coat available in Black, Charcoal, Navy, and Taupe colorways and sold at $610 USD.
• The Norma Bag A signature leather bag offered as a key accessory product within The Curated collection.
• Cashmere Coats Coats crafted from a signature cashmere-and-wool blend and designed to provide natural warmth, durability, and refined silhouettes.
• Curated Cashmere A collection of 100% Royal cashmere knitwear pieces, including sweaters and cardigans, designed for durability and longevity.
• The Emma Hill Blazer A structured blazer in the women's collection crafted from superfine merino wool.
• The Men's Capsule A curated collection of menswear staples covering outerwear, knitwear, and tailored pieces with an emphasis on natural fibers and timeless silhouettes.
• Curated Essentials A collection of silk garments, including blouses and scarves, made with fine, lightweight silk filaments for a fluid drape.
• Leather Accessories Handcrafted leather bags and garments made from cow leather selected for its soft, lightweight texture.
• Home Essentials A collection of home goods aligned with the brand's aesthetic of minimal refinement and natural materials.
• Gift Cards Digital and physical gift cards valid for 12 months and redeemable on the website for product purchases.
• Privé Membership A customer membership offering early access to launches, private events, exclusive offers, and behind-the-scenes updates; new members receive 30% off site-wide for a limited time.

Quantifiable outcome

• 100% naturally sourced fibers in collection
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature2 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Galeries LafayettecoreChannel Partner/ Reseller/ DistributorThe Curated products are sold through multiple Galeries Lafayette department store locations across France (Paris Haussmann, Champs Elysées, Nice, Bordeaux, Marseille, Strasbourg, Annecy) and Luxembourg. This wholesale partnership provides physical retail presence in the French and Luxembourg markets.
• Verdn LtdminorStrategic or Co-development PartnerEnvironmental partnership where The Curated pledges to environmental causes with certain products through Verdn Ltd. When orders containing impact products are processed, customers receive an email with a tracking dashboard to follow impact pledges. Personal data including email addresses are shared with Verdn for this service.
• Small Family-Run Factories (China)coreStrategic or Co-development PartnerLong-term partnerships with select small family-run supplier factories in China. Factories are BSCI Certified, SA8000 Certified (Tier 1 Garments), and LWG Gold Certified (Tier 1 Accessories). Tier 2 suppliers include those certified with OEKO-TEX, RWS, GOT, BCI, and GRS standards.
• Leather Working Group (LWG)minorOthersAll leather is sourced from tanneries with LWG Gold Certification. The Leather Working Group audit protocol assesses environmental performance of leather manufacturers focusing on chemical management, traceability, social responsibility, and waste treatment.
• Better Cotton Initiative (BCI)minorOthersCotton supplier is a proud member of Better Cotton, which addresses cotton farming globally to incentivise improvement. BCI trains farmers to use water efficiently, care for soil health, reduce harmful chemicals, and respect workers' rights.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Emerging players

• Na-kd: Scandinavian-born digital-native fashion brand competing in the contemporary womenswear segment. Comparable on Nordic design sensibility and DTC-led growth model, though positioned at lower price points than The Curated.

Direct peers

• Filippa K: Swedish minimalist fashion brand with sustainability at its core, offering premium womenswear and menswear. Direct comparable on Scandinavian design language, sustainable materials, and timeless capsule wardrobe positioning.
• Toteme: Swedish luxury fashion house offering minimalist Scandinavian womenswear and menswear at premium price points. Closest peer by aesthetic, geography, and price band; demonstrates the upper bound of what Scandinavian minimalist accessible-luxury brands can achieve.
• Aritzia: Canadian accessible-luxury fashion retailer with owned stores and wholesale presence. Competes directly on premium everyday apparel, capsule wardrobe philosophy, and elevated DTC + physical retail omnichannel mix.
• COS: H&M Group's accessible-luxury minimalist fashion label. Competes directly with The Curated on timeless silhouettes, premium natural materials, and elevated price points ($100–$600), targeting the same style-conscious, quality-driven consumer.
• Arket: H&M Group's modern-daywear essentials label with strong sustainability positioning and multi-regional DTC. Competes on timeless wardrobe staples, transparent supply chain, and natural-fibre materials.
• & Other Stories: H&M Group's creative-led fashion label offering premium womenswear with atelier-driven design. Overlaps with The Curated on elevated everyday fashion, multi-regional DTC, and selective department-store wholesale.
• Everlane: Pioneer of the 'radical transparency' and 'honest pricing' DTC model. Direct positional overlap with The Curated on accessible-luxury staples, ethical supply chain storytelling, and DTC-first distribution philosophy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/shopthecurated
• Facebookfacebook.com/shopthecurated
• LinkedInlinkedin.com/company/shopthecurated

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 The Curated