Fashion portal ShopWithYourFriends lands $1.3 million, hires former eBuddy sales exec as CEO

Online fashion portal and social shopping site ShopWithYourFriends (SWYF) has secured over $1.3 million in a second round of financing led by prior backers – who go unnamed – and Dutch VC firm Investion.

In addition, the startup announced that it has recently appointed Rogier van den Heuvel, former Chief Commercial Officer of eBuddy, as its new CEO.

ShopWithYourFriends co-founder Laurens Bushoff has stepped down as a result, but remains an advisor to the company.

SWYF is privately-held, and was founded in Amsterdam, The Netherlands, in 2008.

Here’s SWYF’s official pitch:

SWYF offers a unique shopping experience where users are able to give and get style advice by creating fashionable lookbooks. Fashion lovers are able to create and compose trendy outfits and favorite clothing combinations. They can get instant feedback, advice, recommendations and inspiration from their online friends.

SWYF targets women aged 15 to 45, and claims its product database contains more than 2 million fashion items of over 300 international stores and brands.

With the fresh capital in the bank, SWYF aims to expand internationally, build mobile Web and native applications and work on that pesky monetization aspect.

Already, the company is active in The Netherlands, US, UK, France, Germany, Sweden, Italy and Brazil.