The advantage

The strength of Miinto concept – which we like to see as a fashion network – is that we are made stronger by collaborations with our many partners, independent fashion boutiques united in the Miinto community. And the more partners we have, the better our web shop gets. Right now, we are showcasing roughly 250.000 products, several thousand brands and more than 1.200 partner boutiques in Norway, Sweden, the Netherlands, Belgium and Denmark combined.

Transparency is key

Miinto’s business model is quite simple and transparent. We only earn money on the sales we create for our partner shops, which means we take a commission for the sales that the store accepts. For us to success, we rely on our partners to success.


Word of mouth

We experience a growing interest from retailers for Miinto concept, showing that many of them do realise the importance of adapting to changing consumer behaviours. A notable share of the shops we sign has been brought to us by word of mouth – existing partners who recommend us to their network after seeing an increase in their revenue when collaborating with Miinto.

Shop local

Many fashion boutiques experience a great deal of pressure from the online giants, which may result in smaller stores closing down as they are not able to compete on equal terms. We see the stores as our partners and believe our concept is the future because it is sympathetic, sustainable and provides a solution for the local boutiques to survive and thrive in the long run. We offer customers the opportunity to shop local online in a seamless and hassle-free way.

Online & offline united

Online shopping is here to stay – and we want to support the physical shores by offering them an additional sales channel. We strongly believe there is still a need to shop in physical stores but the omnichannel is an inevitable step to respond to the growing demand of modern consumers for convenience and large assortments.