Thread is a fashion technology start-up combining personal stylists with algorithms to select items for users. Chief executive Kieran O’Neill explains more.

Key facts

Founded: 2012

Investment: £4m from investment firms including Beringea

Retail partners: High-street fashion retailers including Topshop, Zara and French Connection

Founders: Kieran O’Neill, Ben Phillips and Ben Kucsan

What it does

On signing up, users fill in questionnaires and upload photos of themselves, which are accessed by a team of stylists. Items listed through retail partners are then used to create personalised outfits for users.

The start-up, which has 325,000 clients to date, has a selection of products that can be tailored to customers’ size, budget and personal style and covers retailers from high street to luxury. Products are delivered to a user’s home for them to try on and keep.

What problem does the technology solve?

This technology platform combines personalisation with convenience to give male shoppers an easy way to improve their wardrobes. It combines a wealth of customer data with a variety of partners.

Chief executive and co-founder Kieran O’Neill says: “Thread has demonstrated exceptional commercial traction in a short period of time, which is a reflection of the market’s interest in its curated style model. Our start-up’s use of sophisticated algorithms in assisting the stylists allows the company to offer men a personalised ecommerce experience in a scalable way.”