Amaze
Mobile appallowing users can swipe to see daily outfits uploaded by Europe’s top fashion bloggers or shop the latest trends and city styles.
| Date | Investors | Amount | Round |
|---|---|---|---|
| - | investor investor | €0.0 | round |
| investor | €0.0 | round | |
* | N/A | Acquisition | |
| Total Funding | 000k | ||
| EUR | 2014 | 2015 |
|---|---|---|
| Revenues | 0000 | 0000 |
| EBITDA | 0000 | 0000 |
| Profit | 0000 | 0000 |
| EV | 0000 | 0000 |
| EV / revenue | 00.0x | 00.0x |
| EV / EBITDA | 00.0x | 00.0x |
| R&D budget | 0000 | 0000 |
Source: Company filings or news article
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Amaze operated as a mobile-first, content-driven commerce application in the fashion technology sector.
Founded in Munich, Germany, in late 2014 by Michael Dürgner, Michael Ardelt, Ann-Kathrin Grebner, and Sebastian Johnston, Amaze aimed to create a seamless shopping experience. The company secured approximately $800,000 in an angel funding round, with investors including 500 Global, Asia Venture Group, and Rottmann Willnow Ventures.
The platform's core function was to provide style inspiration through a user-friendly, swipe-based interface, often compared to Tinder's mechanism. It presented users, primarily a female audience, with complete outfits curated and uploaded by a network of several hundred fashion bloggers and influencers. This model allowed for the discovery of new trends and direct shopping opportunities within the app. Amaze integrated with retail partners, most notably Zalando, which served as the exclusive shop backend, handling the entire checkout and fulfillment process. This eliminated the need to redirect users to third-party sites.
The business model was based on a commission structure. When a user purchased an item through the app, Amaze received a commission, which it then shared with the influencer who had curated the look. The application connected consumers with over 1,500 local and international brands.
In May 2016, after achieving about 100,000 downloads, Amaze was acquired by its exclusive partner, Zalando. The acquisition was an acqui-hire, with the 15-person Amaze team joining Zalando to integrate their expertise in mobile and curated shopping. Shortly after, in August 2016, the standalone Amaze app was discontinued and its functionalities were integrated into Zalando's own social shopping app, Fleek, effectively becoming the 'Styles' feature within it.
Keywords: mobile commerce, fashion tech, influencer marketing, curated shopping, social commerce, app acquisition, Zalando, outfit inspiration, swipe to shop, affiliate marketing, fashion discovery, blogger network, in-app checkout, look-based shopping, fashion aggregation, style recommendation, visual commerce, direct-to-consumer, user-generated content, acqui-hire