Livby app

Livby wants to be the go-to intermediary between brands and their consumers via its mobile live-streaming app.

The recently launched platform, which counts real estate firm Ferrado Group U.S. chief executive officer Pepe Tena as an investor, has signed on more than 100 brands mostly in the beauty, accessories and fashion space to sell via the app. Those brands include Smashbox, Anastasia Beverly Hills, Wildfox Couture and a collaboration between For Love and Lemons and Gladys Tamez Millinery.

“It’s like TV shopping for the Millennial market,” said cofounder and chief marketing officer Brian Rubenstein.

What brands make a good fit to sell on Livby is broad, with Rubenstein describing them as Millennial or contemporary brands. These are companies, he said, that are good storytellers and have credibility among their follower base, along with a strong social media presence.

Companies that do sell on the site put in a request to sell to the app and then have the power of uploading product, including scheduling items to post at a later date, which would allow brands to pre-plan the launch of exclusives or limited-edition items to consumers.

“We really see this as another distribution channel,” Rubenstein said. “The demographic for this platform is anyone that likes to obviously shop for fashion and beauty, so it’s a very wide range. I wouldn’t compare us to a shopping network because that’s more of a 40-plus [audience]. We are focused on the Millennial demographic or anyone that’s on their cell phone….We think they’re going to enjoy these live sales.”

Fulfillment is handled by the brands, which also retain all buyer information. Companies are paid within one to two days after a Livby sale ends. Brands looking to test the app are offered their first three sales for free and then Livby takes 10 percent of each sale thereafter.

Executives at Livby, which is based out of Los Angeles and counts about 10 workers, see eventual category expansion for the app into segments such as home.

Up next for the app is international shipping as well as additional functionality including the ability for brands to pull in a caller — perhaps a designer — during their live-stream sale who would have the ability to answer viewer questions. Livby emojis are also in the works, which “obviously the Millennial market is going to eat it up,” Rubenstein said.

The company expects to have a presence at the upcoming Project trade show in Las Vegas in February. It’s also looking into possibly having private live sales that would facilitate business between brands and retailers who are unable to be at the trade show in person.