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government-trade Making U.S. Push

The e-commerce site focuses on “up-and-coming designers,” said Sarah Curran, its founder.

STATESIDE WARDROBE:, an e-commerce site that launched in the U.K. in 2006 and Australia in 2011, is making a push into the U.S. “We’ve looked at the U.S. market very carefully,” said Sarah Curran, its founder. My-wardrobe will feature Tabitha Webb’s dress designed for the CFDA’s Fashion Targets Breast Cancer. The site is different than contemporary e-commerce sites such as because it focuses on “up-and-coming designers,” Curran said. “We’re giving them a global platform. For us, it’s all about the edit and picking the best items of the season.”

Since Carmen Borgonovo, who was senior style editor at British Harper’s Bazaar, became My-wardrobes’ fashion editor, she’s done some housecleaning. Borgonovo retired 34 brands and lined up about 70 new labels. “I’m focusing on U.K. and European designers,” she said. “Vintage is also a really good new business for us.” Borgonovo said Chanel jewelry, Joseph’s black leather leggings, and Céline are strong sellers.

This story first appeared in the April 24, 2013 issue of WWD.  Subscribe Today.

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