TECHNOLOGY | RETAIL
Streddo; E-commerce & Fashion Incubator Takes A Bow
For new e-commerce site Streddo, selling clothing is not enough.
Showcasing new designers and giving them guidance will serve as a major point of difference when Streddo takes an official bow on April 30.
Headquartered in Los Angeles, Streddo said it will work with new designers, emerging designers and even some proven fashion brands looking to become more-fierce competitors. These designers and brands will join Streddo’s fashion incubator and work with the company’s creative board. There are no fees to participate in the incubator. However, designers working in the incubator will sell their clothes on the site along with styles from third parties.
Streddo founder Heidi Kujawa said that offering looks from new designers will find resonance with consumers who are looking for a fashion alternative.
“The end consumer is not just looking for a T-shirt,” she said. “They are looking for something more engaged. It’s about experiencing a lifestyle and experiencing that feeling through a multimedia experience.”
To participate in Streddo’s fashion incubator, brands can submit an application to be considered by the creative board. (To apply, e-mail designer@streddo.com.) Once selected, the company will receive one-on-one counseling from members of the creative board.
The board includes Eula Smith, owner of EMS Consulting, who also worked as a buyer and store manager for Nordstrom. There’s Susan Peterson, founder of Peterson + Consulting, who worked as a vice president of design for brands and specialty stores such as Michael Stars, Bebe and Arden B.; Lauren Franks, a stylist; and Alison Budow, president of Alison Budow Sales Inc., who has made a career in wholesaling juniors fashions. Kujawa built a career in IT for entertainment companies such as Paramount Pictures and currently serves as executive director for media and entertainment cyber security for the Los Angeles–based EY company.
Currently, the company also has an office in New York and plans to open offices in other major American cities. Streddo also was considering producing physical pop-up shops.
Also in the works, Streddo plans to build a fashion community on its site. It currently maintains profiles on social-media sites such as Instagram. Kujawa said that the Streddo site will offer newsletters and events and places to create profiles.
