Founded in 2019 by Ciro di Lanno and Martina Capriotti, Mirta is the digital showroom connecting contemporary brands with independent curators, namely physical boutiques, online stores and influencers. Mirta’s mission is to revolutionize the way in which local high-end brands and independent curators conduct wholesale business. 

Mirta’s marketplace (mirta.com) allows curators to research new brands, select products and purchase online. Mirta offers boutiques unique advantages that are revolutionary compared to the offline wholesale model: flexible minimum order quantities, 60 days pay terms and a dedicated account manager. For the first time, Mirta is taking the advantages of the B2C e-commerce experience and applying them to the B2B world. 

In addition, Mirta provides brands with an order management back office, Mirta Officina, that allows them to manage the main post-order operations in a few clicks, from shipping to customs clearance and from invoicing to payment management. 

To date, Mirta includes 400+ brands based in Italy, Spain Portugal and France, 5,000+ curators with a global footprint (50% from North America, 35% from Asia and 15% from Europe), 35,000+ catalog SKUs in the following categories: clothing, bags, shoes, jewelry and home, and 55 employees, with an average age below 30, of whom 70% are females and are of international profiles. 

Mirta’s motto, Feel what’s behind, Feel the arty vibe, represents the company’s vision, whereby luxury becomes an experience through which you can perceive the stories, the tradition and the ideas of who is behind the product. For this reason, the startup is committed to support local brands, handcrafting high-quality products with passion and an ethical approach, in order to reach international markets through technology. 

NEW BUSINESS MODEL BENEFITS 

Thanks to technology and innovation, Mirta is revolutionizing the wholesale business: for the first time, local brands have a storefront to reach international markets while curators can purchase online with great ease: flexible minimum order quantities, 60 days pay terms and a dedicated account manager who advise and support in the process of discovery and sales. 

With this business model, Mirta allows curators to purchase in small quantities in order to eliminate problems of surplus, facilitate the discovery of new brands and increase the rotation of products in store, hence attracting final customers more to the store. 

COMPANY STRUCTURE 

Mirta was born from the intuition of two young entrepreneurs, Ciro di Lanno and Martina Capriotti. Having met early in their careers at Boston Consulting Group, the paths of the two young entrepreneurs have then divided: Martnia has lived between South Korea and Japan, working in close contact with major brands in the luxury sector, while Ciro has obtained an MBA from Stanford University in California and delved into the dynamics of Silicon Valley-born startups. 

In 2019, upon both of their returns to Italy, Mirta was born. The startup which started with a B2C business model aimed at sharing the beauty of Made in Italy with the world, has then ventured into the B2B sector given the strong growth of the market, valued at €450 billion in 2025, and the large scope of innovation: less than 10% of wholesale transactions take place online. Therefore, Mirta is set to become the leading platform in the luxury fashion wholesale industry.

MIRTA 

Founded in 2019 by Ciro di Lanno and Martina Capriotti, Mirta is the digital showroom connecting contemporary brands with independent curators, namely physical boutiques, online stores and influencers. Mirta’s mission is to revolutionize the way in which local high-end brands and independent curators conduct wholesale business. 

To date, Mirta includes over 400 brands based in Italy, Spain Portugal and France, over 35,000 catalog SKUs in diverse categories from clothing to footwear and from accessories to jewelry, over 5,000 international curators (50% from North America, 35% from Asia and 15% from Europe), and over 55 employees, under 30.