ShopGrl.com is working with Christian Siriano on a capsule collection that will be available on the site during New York Fashion Week.
This story first appeared in the September 9, 2013 issue of WWD. Subscribe Today.
The Web site, which is aimed at Millennials, launched this month and is the result of a collaborative process by three sisters: Danielle, Arielle and Michaela Nachmani. Each one represents a different viewpoint on the site, which began beta testing in February and has been tweaked and upgraded over the summer.
For the spring collections, ShopGrl has developed a 10-piece capsule line with Siriano that will be available for purchase on the e-commerce component of the ShopGrl Web site starting today. Two of the pieces are exclusives from Siriano’s runway show on Saturday, and the balance designed by him just for ShopGrl. And while Siriano designed multiple pieces, it was Danielle and Arielle who made the final decision on which ones to showcase.
“I’d like to collaborate with a different designer every season. I started with Christian because we’ve had a long working relationship,” Danielle said.
Her plans include working with jewelry and footwear designers as well.
The aim of ShopGrl is to democratize high-fashion by adapting trends to price points that are affordable for the consumer between the ages of 18 to 27. “We want our site to be accessible to everybody,” Danielle said.
Danielle, the oldest at 30 and the site’s creative director, is a fashion and celebrity stylist who has the aspirational viewpoint. She’s styled for celebrities such as Mary-Kate and Ashley Olsen and Ethan Hawke, as well as runway shows for Mara Hoffman and Timo Weiland. Arielle, 26, has a following through her street-style fashion blog somethingnavy.com. Michaela, 22, curates the bohemian look at the site.
ShopGrl offers merchandise from other designers as well, such as Paige Denim, Superga and Jenni Kayne. According to Danielle, the dress category on the site so far has the most volume in terms of orders.
The site is family-owned and operated. Their father, Oded Nachmani, is funding it. He cofounded Coolwear in 1985, an apparel firm that manufactures private label apparel, as well as product under the Coolwear label for the juniors market. Many of the offerings at ShopGrl are produced in the U.S., with those under the Something Navy label manufactured through Coolwear. According to Oded, “At some point there might be a need to seek outside investors, but so far the company is making a profit and we are able to reinvest that into the company.”
While Danielle wanted to bring a runway sensibility to the site, Arielle’s blogging and her social media followers gave her the idea of “creating an e-commerce site and converting her blog followers into shoppers,” he said. Arielle has more than 98,000 followers on her blog, 3,744 Twitter followers and more than 35,000 followers on Instagram.
“I don’t think Arielle eats breakfast without posting a picture,” Danielle said, noting that both Arielle and Michaela will be blogging right after the shows that they are attending at fashion week.
Oded also noted that the site now has more than 400,000 unique visitors, up from the 250,000 it had during its beta test, with much of that traffic generated from the styling and blogging activities of the two older sisters.
With about 5,000 orders a month, he said the basket total averages $50 an order.