Miinto strengthens the team with well-known fashion profile, Camilla Frank

Miinto strengthens the team with well-known fashion profile, Camilla Frank

  • On April 1, Miinto expands the management team with Camilla Frank in a newly created position as Head of Fashion
  • Camilla Frank will strengthen and expand Miinto’s collaboration with partner stores in the premium segment – including abroad


The digital store concept Miinto is experiencing a strong growth, especially in foreign markets. This means, among other things, an increased demand for fashion goods at the exclusive end of the spectrum. Of course, Miinto would like to meet that demand by attracting even more retail partners with premium goods on the shelves. To accomplish this task, Miinto is creating the new position of Head of Fashion, and hiring the strong fashion profile Camilla Frank starting on April 1st.

I am super happy and proud that Miinto can attract a strong profile like Camilla Frank. I am sure that this will be very beneficial for the customer who wants to be inspired and shop even more premium designer goods on Miinto, says CEO Konrad Kierklo.

Camilla Frank comes to Miinto with almost 20 years of experience from fashion, journalism and, last but not least, the retail industry – among others as a long-lasting director and editor of some of Denmark’s and Norway’s largest digital and print media, as well as director of Copenhagen Fashion Week. Throughout the road, it has always been a red thread in Camilla Frank’s career to ensure a strong focus on the end customer:

It has always been crucial for me to create the product that the consumer, and also myself, is missing. I am very excited to work with as strong a brand as Miinto, and to fulfil the enormous potential and demand that Miinto is already experiencing on designer goods. Goods that Miinto’s customers can invest in and enjoy for years, says Camilla Frank.


Coming to a Miinto in growth

Since the beginning of the year, performance has been strong for Danish Miinto, which for the time being conquers market shares in seven countries. The number of partner stores offering their hand-picked and personally selected fashion favourites through Miinto’s platforms is growing daily, and Miinto is now collaborating with more than 2,400 partners across Europe. Last week, Miinto also announced the acquisition of a major Polish competitor, as well as German Burda Principal Investment as new investor.

The majority of Miinto’s revenue comes from abroad, and all of our largest partners receive a significant share of their revenue from exports across our markets. In addition, we are experiencing an increasing demand for, among other things, premium products, especially from our export markets. Of course, we must meet both customers and partners’ wishes, and therefore the premium segment will in the future be a business area prioritised even more for Miinto, says Konrad Kierklo.


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Fashion platform Miinto acquires Showroom and becomes market leader in Poland

Fashion platform Miinto acquires Showroom and becomes market leader in Poland

  • Miinto, one of Europe’s largest e-commerce fashion platforms, has acquired the Polish fashion platform Showroom
  • Burda joins as an investor in the Miinto Holding


Miinto continues its European journey of growth by breaking with the traditional e-commerce way of large, cash-heavy stock and centralised distribution. Instead, hand-picked fashion stores and brands are gathered on a shared online platform. Showroom, which Miinto has acquired with effect from 5th March, is the market leader in Poland with approximately 600 Polish fashion and footwear brands.

“Poland is an exciting market where online shopping is growing generally and fashion is the largest category with an expected turnover of 2.75 billion Euro this year. We have followed Showroom and their development for some time now and have been impressed by the unique position Michał Juda, the founder of Showroom, and his team have gained. They are really good at gathering the best local designers and brands – and then they also have a special ability to inspire the Poles to shopping online”, says Konrad Kierklo, CEO of Miinto.

The teams are working towards an integration of both platforms. As a result, Miinto’s many Scandinavian and international brands will become available to Polish online shoppers.

“We know that consumers in Poland want local designers, but we also know that Scandinavian and international brands are popular. By combining the two platforms, we are creating a new marketplace for the Polish consumer, which does not exist today”, says Kierklo.


Experienced growth investor

Showroom is currently owned by subsidiaries of Hubert Burda Media (Burda), the European media and tech company which also publishes a number of high quality fashion magazines in Poland. Burda will become a new shareholder and investor in the Miinto Holding.

“With this partnership, we combine the knowledge of the Showroom team which is focused on independent designers with Miinto’s innovative model for fashion e-commerce. We are excited to be part of their vision of a European fashion platform and look forward to working together. Miinto fits perfectly to our strategy of supporting fast growing digital companies”, says Christian Teichmann, Managing Director BurdaPrincipal Investments.

“We are pleased to be able to welcome Burda to our group of investors. We have had good dialogue with their team throughout the process and have great respect for them. In addition, they have an impressive portfolio of media and digital companies under their umbrella and have a strong position on many exciting markets such as Germany, the UK, Poland, the US and Asia. They will be a strong asset on Miinto’s future journey”, says Kierklo.


About Miinto:

Miinto was established in 2009 and today counts more than 130 people distributed between the head office in Copenhagen and regional offices in Oslo, Amsterdam, Warsaw and Zurich. Miinto sells products online in seven European countries – Denmark, Sweden, Norway, The Netherlands, Belgium, Poland and Switzerland – thanks to a strong network of local, independent fashion stores in each country.

Miinto makes it possible for independent fashion stores to sell online in a fast, easy and cost-effective way and, consequently, expand their market. By joining Miinto, they become part of a large community of independent stores gathered on a large, powerful sales platform for fashion.

“We already cooperate with more than 1,800 of the best fashion stores and brands from seven markets. Through Miinto, the stores and brands sell their hand-picked items they already have on their shelves – with dedicated, personal service for online customers from the individual shop. We work hard and focused every day to get the best selection to the customers in all our markets. At the same time, we counteract over- production in the fashion industry by selling the items that are already out in the stores”, explains Konrad Kierklo, CEO of Miinto.