Thrilling (company)
| Company type | Private |
|---|---|
| Industry | Online marketplace, Vintage apparel, Home decor |
| Founded | 2018 |
| Founder | Shilla Kim-Parker, Brad Mallow |
| Headquarters | Los Angeles , United States |
Key people | Shilla Kim-Parker (CEO), Brad Mallow (CTO) |
| Products | Vintage apparel, clothing, home decor |
| Website | thrilling |
Thrilling operates as an online marketplace dedicated to vintage apparel, clothing, and home decor. The platform collaborates with independent secondhand and vintage retailers, allowing them to list, sell, and ship their products directly through the site. Established in 2018 by CEO Shilla Kim-Parker and CTO Brad Mallow, Thrilling raised $8.47 million in a Series A funding round in 2021.
The company has formed partnerships with prominent entities such as Banana Republic and Academy Award-nominated costume designer Ruth E. Carter, providing a studio service that taps into its extensive network to source genuine period costumes for film and television productions. In 2020, Thrilling teamed up with stylist Zerina Akers from "Black Owned Everything" to curate vintage selections from black-owned businesses.
By January 2022, the platform featured merchandise from more than 900 vintage shops located in around 200 cities. The Series A capital infusion is being used to enhance technology capabilities, including analytics tools for partner stores, partial automation of product listings, and tailored shopping experiences. In May 2022, Thrilling broadened its offerings by introducing a home goods category, enabling thrift store owners to market vintage home decor items.
Funding
Thrilling initially raised $100,000 in seed capital during 2018, followed by a $2.1 million seed round completed in July 2019. In 2021, the company secured $8.5 million through a Series A round led by Prelude Ventures. Additional investors include Elemental Excelerator, Defy, Urban US, Phoenix Rising, Closed Loop, and Congruent Ventures.
Business model
Thrilling competes alongside platforms such as Etsy, Depop, Poshmark, and Tradesy. Unlike these peer-to-peer marketplaces that emphasize social interaction features, Thrilling exclusively partners with physical thrift and vintage stores as sellers. While its social media engagement and customer review volume are comparatively lower than competitors', the platform prioritizes authentic vintage merchandise sourced from established retail locations.
The marketplace allows store owners to upload inventory online while handling sales transactions, shipping logistics, and returns management for a commission fee of 10%. To support retailers during the early stages of the COVID-19 pandemic, Thrilling temporarily waived these commissions. Additionally, the company offers technology solutions designed to digitize large inventories efficiently, including automated photography systems that identify item dimensions and recommend pricing.
Services
- Vintage Studios Services: This offering grants costume designers access to Thrilling’s network of vintage stores for purchasing or renting garments tailored to film and television projects. Costume designer Ruth E. Carter serves as the inaugural brand ambassador for this service and utilized it on productions in 2022.
- Thrilling On Demand: Available in New York City and Los Angeles, this service provides a Vintage Assistant who photographs and lists inventory items at a rate of $3 per listing.
Partnerships and collections
- Zerina Akers: Collaborated with stylist Akers and Black Owned Everything to assemble curated selections from black-owned retailers.
- Ruth E. Carter: Acts as the brand ambassador for Thrilling’s Vintage Studios Service.
- Banana Republic: Partnered to source iconic Banana Republic designs from the 1980s and 1990s that inspired the brand’s contemporary collection; all profits from this collaboration benefit vintage shops.
- Goodwill Industries: Joined forces with Goodwill and stylist Ali Mandelkorn (known for working with Janelle Monáe) to curate a collection featuring items from Goodwill SoCal, including donations by Mel B and Tatyana Ali.
- Mona May: Cooperated with Thrilling to develop a vintage collection inspired by 1990s fashion.