Nina Briance, Founder at Cult Mia: Redefining Online Luxury Fashion

Tell us about Cult Mia

 

Cult Mia is redefining the online luxury fashion marketplace for the modern era. We curate exclusive, values-driven collections from the world’s most exciting independent designers, offering pieces you won’t find anywhere else. As traditional luxury platforms struggle with stagnation and a lack of differentiation, Cult Mia stands out by focusing on what today’s shoppers truly crave: unique, ethically made fashion that reflects their individuality.

Our rigorous designer selection process ensures that every brand we feature meets high standards for quality, exclusivity, and social impact. With over 400 brands onboarded, a 98% retention rate, and more than 40% of our brands exclusive to Cult Mia, we have become a trusted destination for Millennial and Gen Z shoppers who value both style and ethics. Our mission is to elevate independent fashion by connecting discerning customers with designers who push creative boundaries while upholding responsible production practices.

 

 

How did you come up with the idea for the company?

 

The mainstream online fashion market is overcrowded—both in the luxury and affordable segments—with platforms that have reached scale but are now stagnant and consolidating. These traditional marketplaces are fighting over the same pool of established brands, leaving little room for innovation or differentiation.

In contrast, the independent fashion space is fresh, fast-growing, and underserved. Cult Mia was born to bridge this gap—offering a curated selection of emerging designers who bring originality, craftsmanship, and values-driven fashion to the forefront. Our industry-leading commercial performance speaks for itself: our gross margin is in the top 1% of the industry, and our average order value now surpasses that of established giants like Net-a-Porter and Farfetch.

Shoppers choose Cult Mia because we offer a refreshing alternative to the commoditised luxury market. Every purchase supports independent designers who are shaping the future of fashion, and every collection reflects the values and individuality of our customers.

 

 

What is your advice to aspiring entrepreneurs?

 

Find your niche and completely own it – the most successful businesses don’t try to please everyone. They identify an underserved market and create an offering that resonates deeply with that audience.

 

What most excites you about Cult Mia?

 

The most exciting part of Cult Mia is the impact we’re making—both in the fashion industry and for our customers. We’re championing independent designers, giving them a global platform to reach new audiences while reshaping how people engage with luxury fashion.

Beyond growth metrics, what excites us is the community we’ve built—fashion-forward individuals who care about originality, quality, and the ethical impact of their purchases. Seeing how customers engage with our curated collections and hearing their stories about discovering brands through us keeps us motivated to push boundaries further.

 

How has the company evolved over the last couple of years?

 

Since our inception, Cult Mia has undergone remarkable growth and transformation. In 2024 alone, we tripled our net revenue year-over-year and expanded our community to 278,000 members. Our average order value now exceeds that of industry incumbents like Farfetch and Net-a-Porter, proving that customers recognize the value in our offering.

A pivotal milestone was securing £4.5 million in seed funding at the end of 2024, led by Fuel Ventures and H&M Group Ventures. This investment has allowed us to scale operations, enhance our technology platform, and create an even more personalised and seamless shopping experience.

 

What can we hope to see from Cult Mia in the future?

 

Looking ahead, we are committed to accelerating our momentum by continuing to attract and curate the best emerging talent. With over 250 independent designers applying each month and only 10% being accepted, we aim to expand our exclusive portfolio beyond the 400 brands we have already onboarded across 46 countries.

We plan to strengthen our presence in key markets, particularly the US and the Middle East, where we have seen significant growth. Additionally, we are focused on enhancing our technology to deliver a seamless and personalised shopping experience while expanding our community and brand awareness as the go-to destination for discovering the next big names in fashion.

By early 2026, we expect to be in a strong position to launch our Series A funding round, setting the stage for the next phase of our expansion and further solidifying our leadership in independent luxury fashion.