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Cofounder of HauteLook Launches New E-Commerce Site Styloot.com

Cofounder of HauteLook Launches New E-Commerce Site Styloot.com

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HauteLook cofounder Carlota Espinosa is launching Styloot.com. This e-commerce site aims to be the biggest women’s shopping destination online for clothing, jewelry, accessories and footwear.

Styloot offers more than 400,000 items from over 4,000 brands, and killer deals with more than 100 online retailers — ranging from Net-a-porter to Target, Bloomingdale’s to Banana Republic. The site features the hottest pieces from Christian Louboutin , Levi’s  , Oscar de la Renta and BCBG Max Azria , just to name a few. What makes Styloot so unique is the site’s search engine which enables users to refine their search by brand, style, color, retailer, price point and type of sale (from 30 percent off to 70 percent off).

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Styloot aims to set itself apart from the competition. How do they plan to do this? Unlike other online retailers with similar search mechanisms, Styloot has gone above and beyond with its “Create My Look” tool. This wonderful feature allows shoppers to search for items through the use of a point-and-click sketch tool to draw dresses, tops, pants, skirts, or shoes, which in turn allows the site to visually search more than 400,000 items from 4000+ brands to show the closest match. 

Take Styloot With You Where Ever You Go

Download Styloot’s free app for mobile devices and tablets. Their ingenious app allows users to take a photo of an item or outfit that they may see in a store or on the street, submit it and receive a list of similar items, arranged by price point, within 24 hours. There are also the requisite inspiration boards that users can create and share on the site or via Facebook and Pinterest.

“It’s exciting to see how online shopping has grown and changed since we started HauteLook,” said Espinosa of the site, where she served as Vice President until it was sold to Nordstrom in 2011. “Back then, getting people to leave a credit card number wasn’t easy. Now women are super sophisticated in how they shop online, and they know what they want.”

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How Her Journey Began

In November 2011, Espinosa set out to create a new bigger and better online shopping experience, rather than only the flash sales that HauteLook helped popularize. She found investors and technical partners in Karthik Nandyal and Samir Patil, American-educated engineers and entrepreneurs who worked on Wall Street and are now based in Pune, India. “Their technology was the only thing that I was seeing that had everything: the deepest inventory search, the visual recognition and technical innovations,” she said. 

Los Angeles-based Espinosa focuses on the look and flow of the site on the front end. She makes sure there are new items and trends added every day. Meanwhile, her Pune-based partners create the back-end experience. This includes the search results for each shoppers ultra specific requests and photos. “We have a team of grads from the Indian equivalent of FIT, who pore over the inventory to fill everyone’s search requests,” she said.

What Does the Future Hold for Styloot.com?

In order to build awareness for Styloot, Espinosa is in talks to partner with a multimedia company whose sole purpose would be to generate site traffic. She also plans to add editorial and interactive content in partnership with a photo agency. In doing this Espinosa will be able to include celebrity photo feeds and real-life street-style images on the site. However, the My Loot Insider feature already showcases Los Angeles style makers by presenting their shopping picks. This feature will eventually expand to include fashionistas worldwide. Espinosa has big plans for the product side by introducing brand exclusives. Her main goal is to make Styloot the discovery site for new talent and a destination for established designers who want to get in on the action.

“Ultimately, I want this to be the first destination where women go to shop. It appeals to the savvy shoppers because there’s a range of price points and you can see everything in one place. You can also get ideas for what to buy, and shop the latest trends. The potential is really big,” she said. 

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