Every woman is fashionette

fashionette is well on track to become the leading online platform for superior fashion accessories in the premium and luxury segment. The strategy: individual shopping experiences for every woman based on the latest data-driven technology.

About us

Company profile

fashionette is a whole world of beautiful accessories for leading premium and luxury brands. Since its foundation in 2008, the brand has established itself impressively – and is now one of the most popular online stores in the German-speaking world for designer bags, shoes and accessories as well as sunglasses, watches and jewelry. And if you are looking for a premium or luxury bag, you will almost certainly find it at fashionette; a leading online shop*. But that’s not all …

(Source: Innofact AG, Consumer Survey May 2020).

The focus of fashionette is on linking the curated range of desirable designer accessories with the personal ideas and wishes of each customer. The goal: the expansion of individualized services to make the digital shopping experience for women even more inspiring, comfortable and personal. To this end, the local websites and service offerings throughout Europe will be further expanded in the future.

To our online shop.

At a glance

Key figures:

In 2020, fashionette generated a net revenue of EUR 94,8million, an adjusted EBITDA of EUR 8.9million and an adjusted EBITDA margin of 9.4%

> 300

Premium- and
Luxury brands

> 24.000


> 39


Site visits in 2020

Lifestyle for success

The future is individual

fashionette presents every woman a whole world of the most desirable accessories of renowned designers. It is not only about the brand presentation itself, but very much about the women who like to wear these brands. fashionette makes it easy to find exactly the products that fit women’s wishes. So, it becomes simple and easy to live the lifestyle with which they identify themselves.

fashionette’s leading-edge is based on its in-house developed webshop concept: The proprietary technology platform significantly supports all data-driven business processes and guarantees seamless scalability. At fashionette, state-of-the-art technology and complex analyses with artificial intelligence are used to more than just meet the growing demand of customers for a very personal shopping experience. The customer is always pleasantly surprised anew because fashionette anticipates exactly what she wants!

Tailored to her personal preferences, each customer receives a perfectly matching selection of sought-after, high-quality premium and luxury fashion accessories that go beyond short-term fashion trends and have a long-lasting appeal to complete her outfits.

fashionette thereby simultaneously succeeds in constantly improving operational efficiency and effectiveness with a secure, robust and scalable IT platform. The results are targeted and automated marketing campaigns, simplified control of the selection and decision-making processes of the purchasing department and active support for inventory management. The scalable results minimize the dependence on third-party suppliers and create the necessary flexibility to react promptly to market changes and opportunities. This also results in a profitable competitive advantage.

fashionette is convinced that the combination of high customer satisfaction and the attractiveness of its selected range of premium and luxury fashion accessories will become the decisive factor for first-class customer loyalty and long-term business success.

Fashionette Office

Excellent products

What women love

A handbag by fashionette is not just a handbag – it is a personal statement and a well-shaped expression of individuality. In addition to shoes, accessories, jewelry and sunglasses, the handbag completes not just an outfit. It stands for a lifestyle that women can identify with and want to express. fashionette leaves no wish unfulfilled with MCM, Coccinelle, Proenza Schouler, Axel Arigato, Off-White, Coach, Max Mara among many other brands and offers women the most beautiful selection of fashionable trendy pieces and timeless classics.

The management board

Two who know their business

Daniel Raab und Thomas Buhl
Thomas Buhl and Daniel Raab

fashionette’s management team, consisting of Daniel Raab (Chairman) and Thomas Buhl (COO/CTO), joined in early 2019 to further develop the business through regional expansion, M&A and data-driven insights.

The management board is cultivating a data-driven operating model in a rather traditional-minded and emotion-driven industry. It believes to have a unique blend of experience in all aspects of the retail business including a true e-commerce mindset and a deep understanding of technology developed in combined almost 20 years with Amazon in Germany and the United States.

The management board’s entrepreneurial spirit and long-term commitment are underpinned by their financial investment as existing shareholders. The management team are long term shareholders dedicated to the business.

Daniel Raab (Chairman) is head of Strategy, Category Management, Finance, Brand Management and Human Resources. He has experience in management positions in the retail/e-commerce and media industry (Amazon; ProSiebenSat1; Gucci; Hermès) as well as extensive expertise in the fashion and fashion accessories industry (Gucci; Hermès).

COO/CTO Thomas Buhl is in charge of Operations, Performance Marketing, Business Intelligence, Product Management and IT. He successfully contributes his experience in leading positions in the e-commerce industry (Amazon; Cyberport; Karstadt).