Moda Operandi, the NY-based startup that allows shoppers to pre-order pieces from luxury runway collection, closed a $36 million Series C round. The company was founded by Vogue contributing editor Lauren Santo Domingo and Harvard Business School grad Aslaug Magnusdottir.
The company received money from a number of technology focused venture capital funds, which Magnusdottir told Xconomy is becoming common. VCs are starting to pay more attention to fashion tech startups after the success of Gilt, Rue La La and Ideeli.
The founders plan to use this funding in part to expand the business to offer in-season shopping as opposed to just pre-ordering items. Magnusdottir told Xconomy that this is meant to better serve and attract customers. These items will be based on data from what sells best on their trunk show feature. This data, Magnusdottir says, is what differentiates them from traditional luxury retailers. They will be the place to go for a highly curated selection.
In addition to boosting their own sales based on this data, Moda Operandi is able to share this with the brands.