Keaton Row operates an online social commerce marketplace connecting personal stylists, clients, and retailers, offering curated styles from hundreds of brands via retail partners such as Shopbop, ASOS and Les Nouvelles. Launched in January 2013 by Cheryl Han and Elenor Mak, the platform has assembled over 2,000 active stylists and more than 40,000 registered clients. Stylists use Keaton Row’s tools and partnerships to deliver personalized shopping recommendations and to run entrepreneurial styling businesses. The company says it will use the new funding to optimize the mobile, on-the-go customer experience, streamline client-stylist conversations, and refine merchandise selection to address key shopping pain points. Keaton Row will also expand stylist training and service enhancements to help stylists build modern wardrobes for clients’ unique lifestyles. Keaton Row connects customers to human personal shoppers via a style quiz that captures taste, needs and body type; stylists draw from partner retail sites to create suggestions and look books. The site targets professionally oriented women who have money but limited time or knowledge to navigate online retail, offering curated, personalized service. Stylists are paid on commission and apply to the platform at an acceptance rate of about 60–70%; the network also serves as a channel to recruit new customers. Keaton Row partners with retailers such as ShopBop and Les Nouvelles, giving shoppers access to over 10,000 products. The company says many customers form trusting, repeat relationships with their stylists, and it is building reviews and portfolios so stylists can establish credibility and grow businesses. With the new funding the company plans to build out user platforms for stylists and customers, expand retail partnerships, and grow its national presence (stylists currently focused in metropolitan areas like New York and Los Angeles).

Total raised

$2M

Funding rounds

2

Latest round

Seed

Latest activity

Sep 2013