SWEET SHOP: Popsugar ShopStyle Shops, a new feature offering carefully curated shopping experiences, bowed today. Shops will be edited by ShopStyle’s editorial team daily, and every week Shops will collaborate with designers, celebrities, bloggers, and stylists, who’ll share their personal aesthetic with ShopStyle’s 15 million-plus consumers. The first guest-curated Shop was edited by Caley Lawson Rinker, a stylist who’s worked with Gwyneth Paltrow, among other Hollywood celebrities. Future curators include Nanette Lepore and Julie Sarinana of Sincerely Jules. ShopStyle will also present edited shops from retailers such as Anthropologie and net-a-porter.com. “We’ve done a lot of research on the ShopStyle customer,” said Brian Sugar, co-founder of Popsugar. “They love ShopStyle when they’re ready to buy something. It’s their favorite search engine for a black dress or silver shoes or whatever they’re looking for. A lot them asked for more inspiration and more ideas.” Some shops will have a singular point of view, while others will be branded, themed, or reflective of a Popsugar blogger or editor. Sugar said Shops will drive traffic to ShopStyle’s retail partners. The search engine drives over $500 million in revenue to retailers. In time, shops may be individualized for specific consumers. “We’ll be ab le to create a different view” for different shoppers, Sugar said. “Maybe there will be personalized shops for you and shoppers like you.”

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