Initially a Facebook swapping group, Designer Wardrobe raised NZ$1.7 million via a Snowball Effect crowdfunding round in 2017 to scale.

Community members from the original group became the first sellers and buyers, creating a loyal early user base.

Startup Rollercoaster

The Spark

In 2013, Donielle Brooke created a Facebook group for women to buy, sell, and swap designer clothing after her experience with thyroid cancer prompted her to rethink affordability and sustainable consumption. The group grew rapidly, revealing strong demand for pre-loved fashion and the appeal of community-driven marketplaces.

The Peak

Recognising the potential, Brooke partnered with Aidan Bartlett to develop a standalone e-commerce platform. When Designer Wardrobe launched, growth accelerated as early members invited friends and contributed listings, generating powerful network effects.

The Drop

Turning a free Facebook group into a monetised business was not straightforward. Building a secure, scalable marketplace with payment processing, logistics, and quality moderation required significant capital and technical development.

The Reset

In 2017, Designer Wardrobe raised NZ$1.7 million via equity crowdfunding on Snowball Effect. This capital enabled the company to invest in technology, expand into rental fashion, and prepare for growth into men’s and kids’ categories as well as international markets like Australia.

The Discipline

The company emphasised sustainability and trust, carefully curating and moderating listings. Escrow payments and buyer protections were implemented to ensure safety and reliability. Designer Wardrobe also invested in quality rental stock, reinforcing its identity as both a fashion and sustainability brand.

The Climb

With a reputation for quality and community, Designer Wardrobe became one of New Zealand’s leading destinations for second-hand and rental fashion. The business professionalised operations, scaled its platform, and leaned into its positioning around sustainable, circular consumption.

Read more

• https://www.coupdemainmagazine.com/fashion-industry/9384
• https://apacbusinessstandard.com/the-journey-of-donielle-brooke-from-a-facebook-group-to-founding-designer-wardrobe/
• https://www.crowdfundinsider.com/2017/05/100844-p2p-fashion-marketplace-designer-wardrobe-raises-1-7-million-snowball-effect/
• https://www.scoop.co.nz/stories/BU2509/S00185/designer-wardrobe-launches-ai-powered-selling-to-nzs-growing-pre-loved-market.htm

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