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Overview
Miinto is a European online fashion marketplace that connects independent fashion boutiques and brands with shoppers. Instead of holding stock, Miinto shows the ranges of hundreds of boutiques and brands on one platform, and each order is sent to the partner store that holds the item. For a fashion brand or a boutique that stocks premium and designer brands, Miinto is a way to reach shoppers across Northern and Western Europe.
Who is behind Miinto
Miinto was founded in Denmark by Konrad Kierklo and Mike Radoor, who wanted to make it easier to find specific fashion brands outside the big cities. It describes itself as a collective platform for independent fashion stores and has been compared to "the Airbnb of fashion". Miinto is active in Denmark, Norway, Sweden, the Netherlands, Belgium, Poland and Switzerland, and has around 1,800 to 2,000 partner stores and brands from more than ten countries. E-commerce research firm ECDB estimates Miinto's 2025 sales at about USD 121 million, with Norway as its largest market at 28%, and confirms that all of its sales come from third-party partners.
How Miinto works
- Partners list their stock. Boutiques and brands connect their product ranges to Miinto, which shows them to shoppers in its markets.
- Orders go to the partner. When a shopper orders, the partner store that holds the item packs and ships it.
- Brands can join directly. Miinto works with many brands directly, some of which give access to their own warehouses so their full range can be sold.
- Cross-border reach. A partner in one country can sell to shoppers in other Miinto markets.
- Data for partners. Miinto uses its data to show boutiques and brands which products are trending and when to restock.
What it costs
Miinto earns money when its partners sell. Earlier public sources reported a monthly fee for retailers plus a commission of around 16% to 20% per sale, depending on category and revenue, and a more recent agency guide mentions a 20% commission per item sold. Brands should confirm current terms with Miinto.
What a brand needs
- A premium, designer or distinctive fashion range that fits Miinto's boutique positioning.
- Accurate stock data, since orders are routed to the partner's stock.
- Fast, reliable shipping and returns across borders.
- Good product images and size information.
- Margin for the commission and cross-border shipping costs.
Why Miinto matters for brands
Miinto gives independent fashion stores and brands the reach of a large online platform without heavy investment, and it is especially popular in Scandinavia. For fashion brands, it can complement Zalando and other large platforms with a more boutique-focused audience.
How eBrands looks at Miinto
eBrands is headquartered in Helsinki and works with brands on marketplaces across Europe and North America. If you have a fashion brand and want to see how Miinto could sit alongside the channels you already use, we are happy to talk it through.
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