Olsens to Launch E-commerce Site

Mary-Kate and Ashley Olsen are going digital with their newest fashion venture.

Mary-Kate and Ashley Olsen are going digital with their newest fashion venture.

In July, the entrepreneurs will launch, in partnership with Santa Monica, Calif.-based BeachMint Inc., a company headed by Josh Berman, one of the original founders of MySpace.

This story first appeared in the April 7, 2011 issue of WWD.  Subscribe Today.

StyleMint will meld e-commerce and social media platforms to offer consumers a personalized shopping experience, based on a monthly opt-out model, similar to book-, music- and wine-of-the-month clubs. Mary-Kate and Ashley Olsen will help design and merchandise the offerings — starting with a collection of women’s fashion T-shirts retailing for $29.99 — as well as create regular videos for the site.

“Online commerce is the perfect medium for us to create a new brand that is as much about the clothing as it is about the customer experience,” said Ashley Olsen, who was in Seattle with her twin sister for a product knowledge seminar and an in-store appearance at Nordstrom scheduled for today. “BeachMint is the ideal partner, as they share our vision for the brand and have the resources and talent to execute it.”

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