Mens’ Personal Shopper Site The Cloakroom Raises €1.2M

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Online personal shopping has become something of a ‘thing’. In the UK we’d seen the launch of Thread, for instance, which matches you with an online personal shopper. Now The Cloakroom is getting in on the act, but aiming at men.

This online personal shopping service from Amsterdam launched 11 months ago but has now raised €1.2m from lead investor Connect Ventures, who are joined by angel investors Hein Pretorius (Naspers) and Kees Koolen (Booking and Uber).

Started in a tiny apartment, The Cloakroom now has a team of 30 fashionistas and developers at their 300m2 showroom in the center of Amsterdam. It now plans local offices across Europe.

Started by Danes Kasper Brandi Petersen and Asbjørn Jørgensen, the site assignes a personal shopper to each customer for free. After doing an online style quiz a personal shopper will contact the client and discuss their needs.

A box with hand-picked items and a handwritten personal note will be sent to him. He chooses what to keep and send the rest back. Everything is free and the client only pays afterwards for the items he decides to keep.

Connect’s Sitar Teli says “the vision Asbjørn and Kasper have of building a global customer-centric fashion retailer and the team they’ve recruited to achieve it” was what attracted them.

Since the launch The Cloakroom has created partnerships with bespoke fashion brands such as Hugo Boss, Tiger of Sweden, Scotch & Soda, Filippa K and Tommy Hilfiger.