Company Overview
About Moda Operandi
Moda Operandi is a New York-based luxury fashion e-commerce company founded in 2010 by Lauren Santo Domingo and Áslaug Magnúsdóttir. The platform pioneered the online trunkshow model, allowing customers to pre-order directly from designer runway collections before pieces enter traditional retail channels, often months ahead of public availability. This model gives fashion enthusiasts early access to sought-after pieces while providing designers guaranteed volume for upcoming seasons.
Business Model & Competitive Advantage
The platform carries more than 1,000 brands and designers spanning womenswear, menswear, fine jewelry, accessories, home décor, and beauty. Moda Operandi generates the majority of its revenue—approximately 83% in 2025—from US customers, though it maintains a global presence. Its editorial approach focuses on discerning runway watchers and established luxury consumers rather than the mass-market luxury buyer, positioning it alongside peers like Mytheresa and Ssense as a curated alternative to broader luxury marketplaces.
Competitive Landscape 2025–2026
Despite a challenging environment for luxury e-commerce that eliminated several competitors, Moda Operandi has remained profitable by maintaining stringent curation, building deep designer relationships, and serving a defined high-spending customer segment. Annual sales reached approximately $52–124 million in 2025, and the company continues to expand into beauty as luxury e-commerce players seek incremental growth verticals. Moda Operandi has raised over $345 million from investors including NEA, Apax Partners, and LVMH.
Key Differentiators
Strong Challenger
Moda Operandi is an established challenger with significant market presence and competitive offerings in E-commerce & Retail.
Frequently Asked Questions
Estimated Visibility Trend (Beta)
Simulated 8-week rolling score
Based on estimated brand signals. Historical tracking coming soon.
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