Nordic Startup News Early Stage Startup News From The Nordics
Jeanette Dyhre Kvisvik, founder and CEO, merged Instagram-like sharing with online shopping, launching globally at New York Fashion Week.
Originally published in #NordicMade magazine.
The Vikings are back: After penetrating the Norwegian market, Sobazaar is ready for a name change and to conquer the US market.
“Sobazaar is Instagram for fashion lovers – with a buy button,” says founder and CEO Jeanette Dyhre Kvisvik, and goes silent. The Norwegian shield maiden is uncommonly secretive this morning. “I know, I know, I know. Our PR-guy said this interview was a no go. But he is on US time and sent the e-mail so late, I’m gonna pretend I didn’t see it yet.”
Dyhre Kvisvik, a bit of a renaissance woman, has dabbled as a TV-presenter and producer, lawyer and a professional sailor. The idea of Sobazaar was born on a sunny day in New York, as the tech entrepreneur was flagging down a yellow cab for the airport. Moving from her apartment in SoHo, she was saddened to leave the inspiring shopping universe behind. She vowed then to recreate the shopping experience of New York and SoHo on her mobile. Back in Norway she got the backing from the Norwegian government through their telecom-giant Telenor to create Sobazaar, and later Scandinavia’s largest media company Schibsted also came on board.
“They have seen that fashion is the largest growing vertical in e-commerce, and certainly the most engaging vertical. Sobazaar proves that the sky is the limit in developing new services, to the delight of our customers.”
The numbers prove her words: the app has been downloaded by 25% of all females in the age group 15-22 years in a Norwegian test market in less than 9 months.
“The idea has grown organically. From being a little Norwegian shopping app, my team has turned it into a community and now we are ready to open up during New York fashion week. Which again is why my PR-guy wants me to keep my mouth shut,“ Dyhre Kvisvik laughs. “But that’s not that easy to get an excited entrepreneur to do,” she continues.
Joining with a fashion icon
Confiscating my pen and notepad and iPhone and swearing me to silence, Jeanette tells the amazing story on how she got one of the world’s most admired style icons onboard as cofounder, creative director and face of the brand.
“Timing is everything – she wanted to create a style-world of her own. And we realized this was a great match. She does not get her inspiration from other celebrities or famous fashionistas. Her inspiration is these little unknown fashion geniuses that sometimes pop up on her Instagram or Twitter feed.”
With Sobazaar it is so easy to just fly through hundreds of boards and instantly find inspiration and the newest trend – and when you just can’t live without it you can easily buy it. She really feels this is Instagram for fashion lovers – with a buy button.”
At New York Fashion Week, in mid-September, Jeanette Dyhre Kvisvik, her international team, and her new style icon co-founder will launch the app to the global market under a new and catchy name.
”I just love the new name, design and feel of the brand. As we speak, we have an incredibly dedicated team in Russia, China, Oslo, London and New Delhi, that has worked day and night during the last few months to make this happen. Because it is crunch time now! We are really going for the most competitive market in the world – the only thing we know for sure is that it will be an interesting ride with cutting edge learning.”
How does the app work?
Sobazaar is a newly developed social shopping experience – a daily fashion bazaar on your mobile. Follow your riends, fashionistas and favorite brands. Love and share your favorite looks – and shop for the newest fashion pieces at any time from anywhere.
