Name Change and Growth for Lisa Kline’s E-commerce
Lisa Kline is rebranding her e-commerce venture with a new name—Vault —and new online home at www.vau.lt.
After pioneering Los Angeles boutique retail on the city’s Robertson Boulevard, Kline made the leap to strictly e-commerce earlier this year under the name Vaniti.
In August, Kline, who is chief fashion officer of the new venture, and her colleagues decided to change the name to Vault. “It fits our image better,” Kline said. “Vaults are not easy to get to, and our brands are unique, interesting and different.”
Since ramping in January, the site has grown from a staff of six people to a group of 24, who work in the Aliso Viejo, Calif., headquarters, which serves as the site’s tech center, as well as Vault’s new brand-acquisition offices in New York and West Hollywood, Calif. (Kline works in the West Hollywood office.)
Vault founder and Chief Executive Officer Derek Wall said the idea behind the venture was to give brands and designers the most liberty they could find online. “The idea of Vault was to pair designers with the customer directly,” Wall said. “We build tools for designers to create their own brands and storefronts.”
At Vault, brands set up their own e-storefronts at no cost and take care of their own fulfillment. Vault makes revenue by charging a percentage of the brands’ sales. Brands such as Earnest Sewn, Sandast and What Comes Around Goes Around maintain Vault sites.—Andrew Asch
