During my visit to Barcelona in the summer of 2011, I had the chance to talk to Alex Valls and Jose Ojeda who told me about their plans to launch a new personalised clothing service for men. I was fascinated by the idea and their passion for this topic, although they didn’t provide me with to much info – since the company was in stealth mode. Soon afterwards, Alex and Jose moved to London and launched Smithfield Case in February 2012.
Smithfield Case was founded on the basis that men shop differently than women and that no European retailers or e-commerce players were really addressing the hassle normally associated with shopping or providing better fit, which are the key considerations for men when buying clothes. The London based startup aims to conquer the underserved market of men, who are looking to reduce the time requirements, hassle and issues with fit associated with shopping in stores and online.
Smithfield Case developed its convenient and personalised online service to provide an entirely new concept to the UK. Customers create an online profile that includes style and brand preferences, sizes, etc. Once they place an order, a personal stylist develops a set of looks and sizes, which are delivered in a case. Customers try the clothes from the convenience of their homes, keep and pay for what they want; the rest are collected at a pre-arranged time, all for free without having to commit to a subscription fee.
The recent close of seed financing has enabled key fashion and technical hires for the business, including the Senior Menswear Buyer, who joins from Harrods, and Lead Developer, joining from Mr. and Mrs. Smith. The funds will also be channeled into further marketing and customer acquisition activities to bolster current growth.
Check out the following video to learn how Smithfield Case works: