Seezona acquired Stylewhile for SEK 20M

Seezona, a Stockholm, Sweden-based company managing a marketplace for high end fashion products, purchased Stylewhile, a Helsinki, Finland-based company working on a software as a service solution that connects designers and users based on style features.

The value of the transaction was SEK 20M ($2.3M), made in an all shares-deal.

Stylewhile was owned by Finnish investors, including Lifeline Ventures, Reaktor Ventures and Jari Ovaskainen, which backed the company with about $1.6M since its founding.

Stylewhile was founded in 2012 by CEO Jutta Haaramo, and developed a SAAS online styling room that can turn a simple webstore into an interactive shopping experience.

Seezona, founded in 2014 by CEO Anna Helander and Ana Krndija, developed a marketplace for high-end fashion, providing features including virtual fitting, picture recognition and a mood board creator.