The rise and rise of Miinto

Shopping site - the one-stop online shop for the UK’s best independent boutiques - has gone from strength to strength since it’s official launch in the UK over 8 weeks ago.

The site now boasts 102 boutiques, stocking over 6686 products from 698 brands - over double the number it launched with and these figures are rapidly increasing on a daily basis. This has been aided by the recent expansion into childrenswear in addition to it’s offering of womenswear, menswear and accessories.

Notting Hill’s infamous treasure trove for the fashion savvy The Village Bicycle, is one of the latest boutiques partners stocking a wealth of hot, fresh labels including the likes of Lulu & Co, Opening Ceremony, We are Handsome and Eleven Paris.

Bearing in mind my love of a good boutique (Iris in Queen's Park just round the corner from me is my latest discovery) I figured it was about time I took a closer look at what Miinto has to offer.

Below is my pick of hot buys currently on the site.

From left to right: Clutch from Olympia Le Tan, £817.60, Sunglasses from Elizabeth and James, £245, Cuff from Rosie Fox, £18.

Notes on Miinto: provides a dedicated full-service online sales outlet for independent fashion retailers to expand their business through the web, giving these boutiques an international platform and significantly wider reach.

Over the last three years, this concept, originally developed in Denmark, has witnessed successful launches in markets including Norway, Sweden and the United States. has also just launched in Ireland and is set to be introduced to the Dutch market this Autumn.

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