Coco Chanel said “a girl should be two things: classy and fabulous.” Unfortunately, many of us don’t have the time or instincts to be a style maven, which is where Keaton Row steps in.
Keaton Row is a fashion startup reigning in “the future of personal styling.” Its platform connects women with trained stylists who help them create a curated, customized wardrobe.
Women create a profile, and Keaton Row matches them with three potential stylists. The stylists are vetted. After learning about their clients, they shop through Keaton Row’s catalog of 5,000 items and create individualized “look books” that consist of five to seven complete looks, or outfits, (30-50 items) from retail partners. The customer then shops directly from her look book and has a unified checkout experience even though items come from multiple retailers and brands.
“For the first time, any woman is able to have the luxury and convenience of personal styling, and fashion-forward entrepreneurs can use their expertise to help clients feel good about getting dressed each morning,” the founders said in an email. “For the first time, personal styling is relevant and accessible to the modern woman. Keaton Row has transformed the e-commerce shopping experience from a commodity into a service.”
Founders Cheryl Han and Elenor Mak met while working in the cosmetics industry. Han worked at L’oreal and Clarins, and Mak spent four years as an executive at Avon. They both attended Harvard Business School and saw how many of their professional female friends struggled with what to wear. They would ask their stylish friends for help, and Han and Mak saw an opportunity to put this process online.
The Keaton Row approach makes quality fashion advice more available to women. It encourages them to break out of their clothing comfort zone while also helping them cut through the overwhelming amount of clothing options online. The startup also provides style-savvy women with a way to capitalize on their expertise. Furthermore, professional stylists can use Keaton Row as a way to grow their own business without working through a brand or retailer.
Keaton Row does not charge customers or stylists. It takes a sales commission from partner brands and retailers and shares the commissions with the stylist. Retail partners include Piperlime, Shopbop, and Trendseeder. Since it launched in 2012, Keaton Row has added roughly 1,000 stylists in over 30 states around the country. The average order is $450, which the founders said is seven times higher than the average e-commerce order, and the conversion on the “personalized e-commerce boutiques” is at 38 percent. Customers not only spend more money on the site but also typically come back twice every three months to shop.
Keaton Row has raised $1.2 million from Rho Ventures and Grape Arbor. It has 10 employees and offices in New York and Montreal.