BurdaPrincipal Investments
05/11/2020

One big happy family

The two Vinted platforms created by Vinted, Kleiderkreisel and Mamikreisel, are to be merged into one big fashion community with even more to offer. This isn’t the only milestone for Vinted, which recently expanded into the Netherlands. Burda has been a Vinted investor since 2015.

Gender-neutral rebranding

Kleiderkreisel (founded 2009) and Mamikreisel (2012) currently have more than 8.5 million members combined. Vinted, Europe’s largest international online marketplace for second-hand fashion and part of the BurdaPrincipal Investments' portfolio, is now set to merge these platforms, offering users more services in one place and allowing them to sell to more potential customers. This also means that the previous platform names will no longer be used – in the future, all activities will be bundled under the neutral name Vinted, allowing all members to access all categories.

Two become one

Users will see no change in design or usability – the updated Vinted app will keep the current interface and the familiar (filter) functions will also be retained. In the upcoming weeks, members of Kleiderkreisel and Mamikreisel will be invited to move their accounts to the shared Vinted platform – due to high membership numbers, this will be carried out gradually.


“We are constantly looking for ways to improve our community’s experiences. By taking this step, we will be able to offer our members all our services together in one place: second-hand clothing, accessories and shoes for our members and their families. We are also adding a ‘Home’ category for home textiles and smaller decorative items.”

Thomas Plantenga, CEO of Vinted


This means that members will be able to use one platform to meet their various needs, rather than switching between platforms.

Expanding into the Netherlands

Members of United Wardrobe will need to switch, albeit indirectly. The largest platform for second-hand fashion in the Netherlands has recently been acquired by Vinted. United Wardrobe was set up in 2014 by three Dutch students at Wageningen University and has already expanded into Belgium, France and Germany. Together, the companies plan to ramp up their European growth and raise awareness of sustainable fashion. United Wardrobe will be integrated into Vinted but will remain based in Utrecht. With a shared membership base of around 34 million buyers and sellers in 11 European countries, Vinted and United Wardrobe have a vision to make second-hand fashion the first choice worldwide.

Successful company

Vinted was founded 12 years ago in Lithuania – today the company is active in 12 global markets, including Great Britain, France, Germany, Poland, Lithuania, Czech Republic, Spain, Austria, Belgium and Luxembourg. In November 2019, Vinted completed a Series E funding round, reaching a value of over EUR 1 billion.

PDF
More images & downloads

Kleiderkreisel and Mamikreisel will be merged under the name Vinted © Vinted

Vinted-CEO Thomas Plantenga © Vinted

Related articles
BurdaPrincipal Investments
Bloom & Wild Keeps Blooming
BurdaPrincipal Investments
Bloom & Wild Keeps Blooming

Big news for Bloom & Wild: the British online florist has hired its first Chief Technology Officer and cooperates with UK grocery chain Sainsbury’s.

BurdaPrincipal Investments
“We are on track to deliver all-time-high growth in July”
BurdaPrincipal Investments
“We are on track to deliver all-time-high growth in July”

BurdaPrinicpal investments portfolio company Carsome has announced that it has made a V-shaped recovery since resuming business amid easing Covid-19 lockdown measures across Malaysia, Indonesia, Thailand and Singapore.

Not on the Highstreet
“It was like having Christmas, but in the spring”
Not on the Highstreet
“It was like having Christmas, but in the spring”

During lockdown, Not On The Highstreet returned to TV advertising, grew its customer base by thousands and is in a position to recruit. Now marketing boss Ella d’Amato is on a mission to ensure this success is sustained.