NEW YORK — The Editorialist has reeled in $2 million in Series A funding to be used to fund the luxury accessories Web site’s international growth.
The site, which features editorial content and e-commerce, was launched eight months ago by former Elle accessories editors Kate Davidson Hudson and Stefania Allen. The pair left posts at the glossy and secured seed funding to create what they call the “top edit of accessories” online.
The most-recent funding comes from private investors whom Hudson declined to name. She maintained that the site is on track to turn a profit by early 2014.
The Editorialist ships globally, is read in 129 countries and has an average purchase price of $883.74. Users average almost eight-and-a-half minutes on the site — about 2.5 times the amount of time users spend at similar e-commerce destinations.
Hudson told WWD on Wednesday that the funds will help foster international expansion — especially in the Middle East, Europe and Brazil — as well as add technology to support more editorial and video content.
“Dubai, Qatar and Kuwait are really developing a strong customer base for us,” Hudson said. “There are high conversion and user rates [in these places].” The site will be translated into Arabic and Spanish by the end of this year.
Hudson said that video has worked particularly well with consumers, citing a video of a model walking in a pair of Aquazzura shoes that was played on a loop.
“We had a sell-through rate three-times higher with a video module versus a static image,” she said. “It was a great indicator for us.”
Right now, Editorialist.com is the sole pure-play dedicated to luxury accessories online — carrying designers such as Valentino, Givenchy, Balmain, Giuseppe Zanotti, Tabitha Simmons, Jennifer Fisher, Chloé, Anita Ko, Kelly Wearstler, David Webb and Loewe. In the next month, the site will launch Jason Wu, Perrin Paris, Salvatore Ferragamo, AS29, Nicholas Kirkwood and Sophia Webster.
Customer service is paramount to delivering a luxury experience to consumers, Hudson said, and an on-staff concierge has been on hand since the company’s inception to handle inquiries ranging from styling to custom orders.
Content on the site is published quarterly via seasonal issues, with micro-trend pieces and news updated three to five times a week. The first issue included an interview with Azzedine Alaïa. Jessica Alba, Veronica Webb and Jordana Brewster have also made appearances. The resort issue, which goes live Nov. 15, will feature Olivia Wilde, and a spring issue is slated to make its debut in mid-February. On Nov. 20, an extra holiday supplement will also hit the site, which Hudson said is more product driven than the celebrity-centric quarterlies.
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye