NuOrder, the online and mobile marketplace linking retailers and fashion wholesalers, has four new investors bringing money and expertise to the enterprise.
The investor group now includes Adam Bernhard, chief executive officer of HauteLook; Sam Ben-Avraham, founder and former president of the Project trade show, and owner of the Atrium specialty stores; Betsee Isenberg, owner of the 10eleven Showroom, and Khajak Keledjian, co-founder of Intermix. According to NuOrder, the investments are all from the individuals, not from the companies they are associated with.
“We will have a weekly dialogue with these new investors. They will be proactively involved,” said Heath Wells who, along with his wife Olivia Skuza, launched NuOrder in August 2011. The two previously ran a digital advertising agency.
NuOrder officials said the equity infusion will enable them to staff up for growth, improve customer service, increase marketing, advertising and sponsorships of trade shows, and expand its marketplace of products. Currently, the company has 32 employees in its Los Angeles and New York offices.
“Women’s fashion has obviously been a very strong area for us and a key focus especially after opening our New York City office,” Wells said. “People like Betsee, Adam and Khajak understand this segment better than anyone. This support ensures we don’t just deliver the best solution but continue to drive way beyond the competition.”
It’s not the only digital marketplace out there, but NuOrder seems to be gaining momentum. Last fall, NuOrder secured over $3 million in growth capital from GRP Partners, Creative Artists Agency and Rachel Zoe Inc. The investor list also includes Greycroft, Aileen Lee, David Tisch, Bonobus’ Brian Spaly and Marvin Traub Associates chief executive officer Mortimer Singer.
Since the launch, the system has handled about 50,000 orders from many retailers, representing 1.35 million items, according to Wells and Skuza. Retailers are not charged for utilizing NuOrder, while brands are charged fees based on how many people use the system.
Listed on the Web site are about 200 labels, including Levi Strauss, Adidas, Helmut Lang, Elizabeth & James, Milly, Parker, Ted Baker, Citizens of Humanity, Hurley and Supra, representing a range of fashion from basic denim to cutting edge contemporary styles to surf wear.
The system is geared to save retailers paperwork, trips to showrooms and trade shows, and to speed the ordering and reordering process. Retailers can see products online and learn what sizes and styles are available immediately and when they would be available. Buyers typically take their own photos of products when they visit showrooms, but NuOrder provides professional shots. It helps buyers organize their buys and store information. “This is a two-way exchange,” Wells said. “It allows sales reps to sell more effectively and retailers to buy more effectively. The number-one goal is to eliminate pen and paper. If you look at how much e-commerce has changed the way consumers spend, we are going through the same revolution in wholesale.”
“NuOrder is the only way brands and retailers should conduct wholesale. Anyone stuck using paper is living in the dark ages,” said Sam Ben- Avraham. According to Adam Bernhard, “NuOrder is a smart technology that is going to streamline the wholesale marketplace of the fashion industry.” Retailers that are using or have used NuOrder include Bloomingdale’s, Fred Segal, Opening Ceremony, Nordstrom and Urban Outfitters.
Taking the final spot on the mens’ portion of New York Fashion Week calendar next month will be none other than @tomford. Though he’s shown his men’s wear in New York in the past, this will mark the first time the designer has shown his men’s collection alone during New York Fashion Week: Men’s. His runway show will debut on February 6 at the Park Avenue Armory. #wwdfashion
London-based couture house @ralphandrusso has certainly been in the spotlight, having its dresses worn by @beyonce, Angelina Jolie, Meghan Markle in her engagement photos and more. For couture, Tamara Ralph focused on ornamentation — think: feathers with chain mail, jet embroidery and clusters of pearls and crystals. See the rest of the collection on WWD.com #wwdfashion #couture (📷: @giovanni_giannoni_photo)
Minnie Mouse celebrated her 90th birthday by getting her own star on the Hollywood Walk of Fame. For her celebratory luncheon, @coach’s creative director @stuartvevers dressed her in a custom made prairie dress, complete with Vever’s take on the polka dot – black sequined versions – under a cropped motorcycle jacket. The designer also put his own mark on Minnie’s classic red shoes, infusing the color with sparkles and adding some Coach crystals. “We chose colors that were very Minnie and also represented quintessential Coach elements,” said Vevers. #wwdfashion #nationalpolkadotday (📷: George Chinsee)
@nickjonas is unveiling his first-ever apparel collection through a partnership with John Varvatos. The limited-edition capsule, which makes its debut in spring, also marks the first time the designer has collaborated with anyone on a line. “The process in working with Nick is amazing. It’s inspiring to be around someone who is not only connected with the trade that they do, but also with what’s happening in the environment around him, and how that connects to what we do with style,” said Varvatos. (RG: @johnvarvatos) #wwdfashion
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)