Fourth and Grand is a men’s online boutique that combines the taste of a high-end department store personal shopper with the ease of a subscription service. In the end, the folks who run it want to make sure you have picture-perfect, Beau Brummel-approved work clothes without ever having to go shopping — or even think about what you wear.
“The mall is one of the worst places on earth,” the site reads, presumably speaking for the silent masses of guys who don’t live and die for the next Bloomingdale’s men’s sale. “Impossible parking. Awkward sales reps. Tiny dressing rooms. Terrible pop music.”
Fourth and Grand takes a quick style survey, then sets you up with an in-house stylist. Then, once a month, the company delivers a case of dress shirts, slacks, ties, sweaters, polos, and all manner of accessories to your door. Each piece is $100 or less, and as with most subscription commerce services, you can send back what you don’t love.
But here’s the really fun part (and if you’ve ever had to dress a non-stylish man, you’ll appreciate this): They also include a style guide showing you how to wear the pieces and in what combinations they’d look best.
After that, as the F&G team would say, it’s all “promotions, dates, and happiness.”
Fourth and Grand is just the first such boutique from TripleThread, a “push-based commerce platform” for subscription clothing. If Fourth and Grand is a shop, TripleThread is the mall it lives in. And TripleThread is getting ready to open its platform to all kinds of other boutiques, as well, all with the formula of stylist-delivery-returns-profit that’s working so well for other subscription commerce outlets.
“We are giving brick and mortar retailers an entirely new revenue channel that is 100 percent additive,” said TripleThread CEO Allan Jones in a statement on today’s news.
“Retailers make no sacrifices to existing business, nor are they forced to offer discounts to move items. Traditional stores find tremendous value in the fact that we acquire qualified traffic for them, leveraging our technology to point shoppers in the right direction. They are unlocking a revenue stream that wasn’t available until now.”
Both TripleThread and Fourth & Grand have emerged today from the vast bowels of Science, the L.A.-based incubator that’s churning out money-making web companies at a rather alarming rate. Subscription commerce isn’t a new thing for Science; some of its most successful launches to date have followed that model (check out Dollar Shave Club for a shining, unlikely, and hilarious example).
Stay tuned for more coming soon from Science.
Top image courtesy of Sidarta, Shutterstock
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