Index Ventures & investors invest $4 mn in Stardoll.com

17 Feb '06

3 min read

Online dress-up and make-over destination, Stardoll.com (formerly known as Paperdoll Heaven), has secured a $4m Series A investment from Index Ventures and angel investors.

Mattias Miksche, serial entrepreneur responsible for DVD rental site Boxman and E*TRADE Northern Europe, joins as CEO.

Stardoll.com began as the brainchild of Scandinavian-born Liisa, a retired woman in her late 50s.

Inspired by her childhood passion for paper dolls, Liisa drew dolls and accompanying wardrobes and also taught herself web design.

Rapidly her personal homepage became a destination site for teens.

In 2004, with the help of her son, she upgraded the site and named it Paperdoll Heaven.

"She wanted to create a positive online environment for young girls who are creative and interested in fashion.

They are looking for alternatives to shoot 'em up and kill 'em up games," said Liisa, founder of Stardoll.com.

"Most online sites and video games are focused on violence and competitiveness.

Stardoll.com encourages creativity and community in a safe environment for young girls and teenagers."

Since its inception, the company has gained popularity with girls young and old from more than 190 countries.

The site offers visitors more than 320 dolls and tens of thousands of garments and accessories.

Relying solely on word-of-mouth, the company has built a global membership base exceeding 900,000 and attracts more than one million unique visitors each week.

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