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Her Black Book relaunched under new brand name

App for fashion Her Black Book has rebranded as ‘Wrapd’ – Deals, Drops, and Discovery. 

The name change coincides with the debut of, a companion online version available on desktop or mobile (formerly app-only), and comes as the company celebrates the completion of an AUD1.8m financing raising.

Wrapd co-founder Julie Stevanja, who launched the company with her twin sister Sali Sasi 18 months ago, said this metamorphosis signals the brand’s expansion into new markets and sectors.

“Her Black Book launched in November 2021 with a strong female focus, but we want to be more inclusive of both the retailers we partner with and the shoppers we cater to,” she explained.

“With a gender neutral name, we can focus on expanding our brand and category offering, further establishing Wrapd as the go-to destination for deals, drops, and discovery across not only fashion, but also wellness, beauty, shoes, everyday essentials and more.”

Adairs,, The Iconic, Nike, and more classics are featured on Wrapd, along with high-end designer companies including Net-a-Porter, Farfetch, MyTheresa, and Harrolds. Wrapd also curates exclusive news and cashback offers.

Wrapd also launched a customisation feature in a recent app update, allowing buyers to scroll through an uninterrupted, ad-free feed that includes only the businesses they ‘follow’.

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