Amazon invests in Who What Wear

Fashion website Who What Wear, founded by former Elle magazine editors Katherine Power and Hillary Kerr, has raised eight million dollars in venture funding from a number of investors which includes Amazon.

The website, which is known for its shoppable fashion content, attracts more than 3.8 million unique visitors each month, and the investment it has received will be used to grow its content business as well as expand the reach of Who What Wear into Europe and Australia.

The funding was gathered by Clique Media, the umbrella company that Who What Wear is part of, as is Byrdie that focuses on beauty, and MyDomaine, an interior lifestyle site. Each of the sites have the same model, original editorial content and shoppable links. In total, Clique sites attract around 11.2 monthly unique visitors.

The eight million dollars raised came from a number of investors including Amazon, which is one of Who What Wear’s affiliates, and Bertelsmann Digital Media Investments. As well as existing investors Greycroft Partners, Lerer Hippeau Ventures, Advancit Capital, Mesa Ventures, and Double M Partners.

“We could not be happier to be working with them,” Who What Wear's CEO Katherine Power told Business Insider about Amazon investing. “Their end goal is always making things easier for the consumer. That’s a goal we have, too, and we’re applying that across fashion, beauty, and lifestyle.”