TL;DR
- Builders: Henrik Skagerlind Fasth and Peter Thörngren, Sweden
- What they built: A centralized AI-native content creation platform for fashion and retail brands, integrating virtual try-on, B2B sell-in tools, localization, and automated brand modeling.
- Impact: €700k ARR in 9 months, targeting €1M ARR by end of 2025. 15+ customer brands, including Gant, AWNR Group, Zoovillage, Brothers, and more.
- Why it matters: Fixing the fashion industry’s fractured content workflows and reducing wasted spend in order returns and production costs.
Builder Background
Henrik and Peter first worked together eight years ago at a Swedish retail technology company, building digital in-store experiences for brands like Axel Arigato and Bestseller.
Henrik left his former career as a professional athlete to get into product management, holding roles in FinTech before moving into FashionTech. Peter worked on the brand-side of sales leadership, and witnessed the industry's technological limitations first hand, from costly photoshoots to siloed marketing systems.
Peter actually comes from the brand side. He has experienced all the challenges those brands have when it comes to tech and broken workflows.
Together they have 25 years of combined fashion and retail experience and 15 years in commercializing technology solutions — a combination that gives them both operational depth and an industry perspective to solve legacy challenges.
When Henrik discovered Lovable in its early days as GPT Engineer, he began experimenting by building virtual clothing try-on tools. Early prototyping made Henrik realize the potential beyond single feature solutions.
The duo saw the opportunity to build a unified content creation platform that could serve as a brand’s content engine.
What was first a brand content image creation tool, quickly evolved into a centralizing content creation and operations platform, now called Lumoo.
The Build: Lumoo
After years of watching fashion brands struggle with siloed departments and disconnected tools, Henrik and Peter identified a fundamental problem plaguing the industry.
There are no unified content creation workflows for these brands. Marketing uses one tool, designers another, and on and on. This fragmentation creates massive inefficiencies.
For brands, the consequences are severe. Duplicative work across teams, expensive photoshoots that limit personalization, and high return rates from inaccurate product representation all compound on a brand's bottomline.
In a low-margin industry, these inefficiencies cost brands millions every year.
What is needed is a unified platform that integrates at the core of the business, not another top layer of tools scattered across departments.
Built entirely on Lovable, Lumoo integrates directly with ERP and e-commerce systems, and runs on 30 AI models working in sync to generate brand-aligned content at scale.
The platform and functionality is developed by me, but 100% powered by Lovable. This would have taken a minimum of two years to develop in another way. And then we’re not even talking about the dramatic difference in cost.
Features & Functionality
Lumoo has emerged as a comprehensive platform integrating multiple AI capabilities:
- ID generates customizable AI models with precise brand control over demographics, measurements, and style.
- VTO transforms static product images into dynamic model photography, creating styled visuals that show how garments actually fit different body types and sizes.
- Alive converts design sketches directly into photorealistic product visualizations, before physical samples exist.
- Flow creates dynamic video content and visual experiences from static assets.
- StoryLook generates complete lookbooks with AI-driven layouts, backgrounds, and brand-aligned visuals.
- Localization tools swap models, languages, and creative assets for region-specific campaigns.
Results
Since launch in February 2025, Lumoo has achieved swift commercial success:
- Reached €700K ARR in 9 months, targeting €1M ARR by November 2025
- Signed clients including Gant, Brothers, Johnels, Zoovillage, and AWNR Group
- Pre-seed funding round in progress with strong investor interest
- Enterprise rollout with AWN Group (60 companies across Germany, Austria, Belgium) planned in 2026
- Global expansion prospects across Australia, America, and Asia
For clients like Gant, Lumoo has fundamentally transformed their B2B sales process. Instead of selling future collections based on sketches, they can now present photorealistic visualizations.
Sales today are maybe 60% sold on sketches alone. Now brands can see how it will actually look ahead of production.
The impact goes beyond improved garment sales. By enabling accurate size visualization, Lumoo addresses the industry's massive order returns problem.
Lumoo's environmental impact is significant too, reducing the waste from traditional sample production cycles.
We haven't even scratched the surface on this yet, but the emission and environmental impact will be significant now that we can produce more accurate garments and reduce shipping samples back and forth to factories.
Why Lovable Made the Difference
Lumoo was built entirely on Lovable, proving the technical complexity the platform can support. By incorporating 30 different AI models working in synchronization, Lumoo enables flexibility to swap models based on regional requirements — switching from OpenAI to DeepSeek for Asian markets, for example.
Traditional software development would have required years and massive capital investment.
I have received comments from people that have been working with Lovable or are developers by trade, and they’ve said this is by far the most complex Lovable project they have seen. It really shows just how far you can go with Lovable.
For Henrik, Lovable unlocked a new level of creative and technical possibility.
Lovable has opened a door for my creative and architectural brain to work together. It allows me to create at the same speed as I think and that feels revolutionary.
Lessons & Builder Tips
From Henrik and Peter's experience building Lumoo:
- Industry expertise is as valuable as technical skill: "Understanding the real problems from years inside the industry was crucial for disrupting legacy issues and building the right solution."
- Think through the entire problem area: "We knew a unified content creation platform that could be integrated at the core of businesses was what was needed, not a single-point solution."
- Speed is still a competitive advantage, but speed in the right direction is everything: “Using Lovable allowed us to build quickly, but we also tested and iterated in order to deliver a compelling solution to customers."
What’s Next
As competitors struggle with outdated processes, Lumoo is positioning itself at the forefront of fashion technology's next evolution. By building with Lovable, Lumoo secured a first-mover advantage in a slow-to-change industry.
With their pre-seed round in sight and recent hires including a Founding Engineer, Henrik and Peter are scaling both the Lumoo technology and team to meet growing global demand.
We brought on our first engineer to help us optimize scaling the back-end because this is where my knowledge has more limits. We're excited to build out the Lumoo team.
Henrik and Peter are proving that when deep industry expertise is combined with Lovable, entire industries can be transformed from within.
