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The Olsen Twins Launch StyleMint, A Fresh E-commerce Venture
The Kardashians gave us ShoeDazzle, and now the Olsen twins bring us StyleMint; their answer to the fashionable flavor-of-the month e-commerce experience.
It seems the Olsen twins are continuously evolving. From their days of acting on Full House to launching a popular girl’s line at Walmart to higher end ventures like The Row, you have to admit that Mary-Kate and Ashley have been successful for a couple decades–despite only being in their early twenties now. On the heels of their 2010 launch of Olsenboye, the billionaire fashion moguls launched StyleMint.
WWD reports that Mary-Kate and Ashley created StyleMint “in partnership with Santa Monica, Calif.-based BeachMint Inc., a company headed by Josh Berman, one of the original founders of MySpace.” Further, the new e-commerce site will combine e-commerce and social media platforms to offer shoppers a personalized shopping experience, based on a monthly opt-out model, similar to wine-of-the-month clubs. The Olsen twins will be a part of designing StyleMint offerings — starting with a collection of women’s fashion T-shirts retailing for $29.99.
“StyleMint is the second fashion enterprise for BeachMint, which first launched in October with JewelMint.com, a jewelry-of-the-month club created in partnership with actress Kate Bosworth and her stylist, Cher Coulter. That site sells jewelry at $29.99 an item, also via monthly personalized recommendations. Sales have ‘exceeded all our expectations,’” Berman, chief executive officer of BeachMint, told WWD.
We’re anxiously awaiting items to be loaded to the StyleMint.com website. If you want to be one of the first fashionistas to know when Mary-Kate and Ashley’s items debut on StyleMint, sign up at Launch.StyleMint.com.




