, a San Mateo, Calif. online site for women shoppers, has launched, though it has maintained a decidedly quiet public relations stance.

It is just the latest in a string of sites focused on women’s fashion, shopping or news to have raised money, including,, SugarPublishing and Real Girls Media., backed by Greylock and Redpoint, declined comment, as did Greylock, when we got in touch with the company a couple of weeks ago.

It lets women shop for clothes, shoes, beauty, jewelry, and home décor — and carries big-name brands. It is a straight-forward site, intuitive to use; no Web 2.0 bells and whistles.

Men have not been entirely left out of the game. See On The Fly, for example, a San Francisco site that started out as a site for dandies. It’s just that last year, investors took note that women were underserved by the Web, and have pumped more money into female sites to exploit the opportunity.


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