Smithfield Case, a London, UK-based online, personalized clothing service for men, has raised a £650k in seed funding.
Backers include publicly traded media and online content company Edipresse and the founders of private sales club Privalia Lucas Carné and Jose Manuel Villanueva.
The financing has enabled key hires and for marketing and customer acquisition activities.
Launched nationwide in February 2012 by Jose Ojeda and Alex Valls, Smithfield Case allows customers to create an online profile that includes style and brand preferences, sizes, etc. Once they place an order, a personal stylist develops a set of looks and sizes, which are delivered in a case. Customers try the clothes at home, keep and pay for what they want while the rest are collected at a pre-arranged time, all for free.
In conjunction with the funding, Pierre Lamuniere, Chairman and Executive Director of Edipresse, has joined Smithfield Case’s Board of Directors. Advisors include fashion e-commerce veterans Hash Ladha, former Marketing & Operations Director of ASOS, and Andrew Robb, COO of farfetch.