Last fall, Celeste Markey and Amy Gurvitz launched 32/7, a one-stop destination dedicated to meeting the online needs of working moms.
The site began as a media site featuring news and relevant features to build the viewer base, with the intention of becoming a media marketplace. In the last two months, 32/7 has started selling products including women’s and children’s apparel brands such as Milly, Mara Hoffman, Hatch, Lemlem, Rachel Comey, Leota, BURU White Label, and Ulla Johnson. It also features brands such as Honest Co. and Burt’s Bees and sells nursery and baby gear at Thirtytwoseven.com.
“We’re a marketplace. We carry no inventory,” said Markey, in an interview this week in New York. She said the site features 10,000 products and is growing daily. The customer completes the purchase on Thirtytwoseven.com, but the individual brand handles fulfillment. “It’s virtual inventory. You place an order on the site, and the vendor ships it,” said Markey, whose company is based in San Francisco. When it works with wholesalers, 32/7 earns a margin percentage of the sale, and when working with a retailer, it gets a commission on the sale. The site acts as a retailer for other retailers and brands. “The way we look at it is it’s a risk-free way [for them] to make incremental revenue,” Markey said. The site offers free shipping, free exchanges and free returns.
According to Markey, the site’s goal is to provide today’s time-starved mom with all the information she needs and the items she wants, all in one place. “We get her when she has the baby and keep her by offering different touch points, such as women’s accessories, fashion and handbags,” she said.
Gurvitz is content director, and the site hires freelancers to write stories. The topics range from work/life balance and economic empowerment to childcare choices and tips on fashion and beauty. Markey said they work with 30 freelancers and publish two to three new articles every day.
“The emphasis is on career,” said Markey, who previously worked in public relations. She said the site has published articles such as “Passive Aggressive Remarks You Probably Heard at Work,” “Bypassing the Motherhood Penalty” and “Seven Ways to Show Your Child Love When You’re on the Road.” Some of the fashion stories are “Why All Working Women Need a Pantsuit,” and “Why I’m Leaving the Lululemon Cult.”
The site launched last August on a shoestring budget and is now going after its second round of funding. It looks to raise $3 million and is meeting with investors this week in San Francisco. The next push for the business is for more marketing and to bring more brands on the site. “Our goal is to have five million products on the site,” she said. Markey is working with strategic investors to develop its own product line under the 32/7 brand.
Markey said her goal is for the site to be “super-curated; no one has the time to dig.” While some vendors give them their whole collection to put on the site, others offer select pieces. The site also features furniture and items for the kitchen, such as a Cuisinart and other electronics.
Since launching last August, the brand has attracted 20,000 social media followers on Facebook, Instagram and Twitter. The site launched with a mobile strategy first, and uses Apple Pay and PayPal.