Retailers are still struggling to understand consumers. While they know what the consumer bought last time, they don’t know what they are going to buy next. Cladwell, which was founded in Cincinnati in 2013, is a company built on the human concern of fashion, based on what you wore last, what will you buy next.

“We help people get dressed every day,” said Blake Smith, co-founder of Cladwell.

While Smith doesn’t mean that literally, Cladwell’s free fashion app has helped more than 250,000 people the past 30 days decide what to wear based on the app’s recommendations.

He added, “People are using our app to change what they wear and interact with other people. The depth of influence we are having on what people wear is rapidly increasing.”

In January, Cladwell’s app was showcased alongside two competitor apps on Good Morning America, coming away as the strongest, particularly when it comes to being social with your closet.

“There is a social aspect to our app that allows our users to connect with friends and virtually explore the closets of Cladwell users from around the world,” said Smith. “While we are connecting people through technology, we are first and foremost serving human beings, so the experience with our brand is critical to building and maintaining our viral growth.”

Today Cladwell is growing virally with the number one closet management app in the industry, and expanding its partnerships with retailers, including four in the first quarter of 2019.

Regarding the company’s roots in Cincinnati, Smith commented, “The entire ecosystem is encouraging and supportive for the entrepreneurial community with people truly focused on building valuable companies. It’s a cool time with some high-quality growth and exits coming out of Cincinnati.