Seezona raised money

Seezona, a Stockholm, Sweden-based company managing a marketplace for high end fashion retail, secured SEK 40M in capital investment.

The backing was supported by investors including Per Helander, the father of one of the founders, Anna Helander.

At the same time, the company added three new board members: Lena Patriksson Keller, Stefan Alexandersson and Won-Suck Song.

Seezona, founded in 2014 by CEO Anna-Carina Helander and Ana Krndija, developed a marketplace for high-end fashion. Their asset has features including virtual fitting, picture recognition and a mood board creator, while also selecting up-coming designers from all over the world, making their brands available for purchase on the same platform. The company operates under a drop-shipping mode, allowing low to none inventory, as it relies on curating collection that are sent to the customers directly from the suppliers.

Seezona bought a smaller Finnish competitor, Stylewhile, in an all-shares SEK 20M ($2.3M) deal in 2018.