Threads is a London-based e-commerce marketplace that sells curated luxury fashion and jewellery exclusively through messaging apps using human shopping assistants. Founded in 2010 by Sophie Hill, the company operates without a consumer website or app and transacts customers primarily on platforms like WeChat, WhatsApp, Snapchat, Instagram and iMessage. Threads sources inventory via relationships with designers and brands including Dior, Fendi and Chopard and makes commissions on sales as a marketplace. The business serves customers in 100 countries, 70% of whom are under 35, and reports an average shopping-session basket size of about $3,000. It employs around 90 people and has a cost base centered on high-touch, concierge services rather than traditional digital marketing or a consumer storefront. Threads plans to expand beyond fashion and jewellery, add offices (New York and Hong Kong are first on the list), and build technology—potentially including AI—to scale its personalized service.

Total raised

$20M

Funding rounds

1

Latest round

Series A

Latest activity

Aug 2018