Lyst

Lyst was founded in 2010 in London by Chris Morton, Sebastjan Trepca, and Devin Hunt as a fashion search-and-aggregation platform that connects customers with retailers' inventory across the global fashion e-commerce ecosystem, operating on the premise that fashion search-and-discovery functioned as a viable customer-acquisition channel for the broader luxury and contemporary e-commerce ecosystem. The Lyst premise—that fashion search-and-aggregation could function as the primary digital discovery channel for the broader fashion e-commerce ecosystem—proved out commercially through the 2010s and led to the brand's growth into one of the defining post-2010 fashion search platforms. The Lyst platform vocabulary runs across the full European, American, and Asian fashion pipeline at multiple price points: from contemporary brands like Acne Studios, Reformation, and Ganni through to the broader luxury and emerging-designer pipeline. The platform aggregates inventory and pricing from MatchesFashion, Net-a-Porter, Mr Porter, Farfetch, SSENSE, 24S, ASOS, Nordstrom, and the broader global fashion e-commerce ecosystem, with the platform's value proposition resting on search-and-discovery and the publication of the broader Lyst quarterly "Hottest Brands" report that has anchored the brand's editorial identity. Lyst operates as a digital-first platform with no standalone retail presence, generating revenue through affiliate-network economics and direct partnerships with the broader fashion e-commerce ecosystem. The platform's customer base—heavily skewed toward European and American digital-first fashion customers across luxury, contemporary, and emerging-designer price points—treats Lyst as one of the defining post-2010 fashion search-and-aggregation platforms. For European and broader international customers building a fashion wardrobe through the post-2010 era with discovery-conscious sensibility, Lyst has been one of the defining digital aggregation destinations.