FASHORY

FASHORY was a fashion technology company founded in 2013 by Emmy Teo, Rena Koh, and Faith Teo. The all-female founding team conceptualized the business after identifying a gap in the market for an instant, up-to-date, and shoppable fashion source for women. Before launching Fashory, the founders had worked together for five years on various development projects for clients like OCBC, Fuji Xerox, and Canon, bringing relevant industry experience to their venture. The company was headquartered in Singapore and also had a presence in New York City. Fashory ceased operations in August 2017.

The core of Fashory's business was a mobile application designed to function as a personal, shoppable fashion magazine. The platform targeted female consumers, particularly busy working professionals, who lacked the time and inspiration to browse numerous e-commerce sites. Fashory's app provided users with customized recommendations for apparel and accessories based on their tastes and preferences, drawing from a network of over 1,000 brand partners. By aggregating trends and enabling direct purchases through the app, the company aimed to streamline the mobile shopping experience for consumers while helping brands target the right audience and close the sales loop. The application used smart recommendations to create an intuitive shopping journey for its users. Within three months of a limited beta launch, the app achieved 25,000 downloads and had over 6,000 active monthly users.

Fashory's funding journey included a Seed Round in July 2014, raising $50K, and an accelerator round in May 2015 for $200K. Another seed round on December 7, 2016, raised $120K from investors including Plug and Play APAC, SOSV, and K-Startup Grand Challenge. Co-founder Emmy Teo, who served as the business development lead, had six years of experience with online communities and digital marketing across Southeast Asia, China, and South Korea. Keywords: Fashory, fashion technology, mobile commerce, personal shopping app, fashion recommendation, shoppable magazine, women's fashion, Emmy Teo, Rena Koh, Faith Teo, fashion discovery, apparel recommendation, accessory shopping, Singapore startup, direct-to-consumer fashion, e-commerce app, fashion trends, mobile shopping, style inspiration, brand partnerships