Mary-Kate and Ashley Olsen are going digital with their newest fashion venture.
In July, the entrepreneurs will launch StyleMint.com, 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.”