Former Gilt execs launch CoEdition, a plus-size e-commerce marketplace
A group of four former Gilt executives have launched CoEdition, an online marketplace serving as the first multi-brand destination for plus-size consumers seeking apparel in sizes 10 and up.
In a release, CoEdition explains that it offers "a curated selection of stylish options at accessible price points frequently under-served in the traditional retail landscape." At the time of its launch this week, it offers 1,000 products from 20 brands, with an average price point of $150.
Apparel, swim and intimates will all be merchandised on the site as well as accessories and shoes. The site plans to be selling product from 150 brands by the end of the year, with labels already committed to the platform including Cosabella, Cynthia Rowley, Rachel Roy, and Elie Tahari.
The idea for CoEdition was conceived by former Gilt employees: Brooke Cundiff, who is CoEdition's chief merchandising officer, was the former head of brand acquisition at the luxury flash sale site, while co-founder, Keith George, who is also CoEdition's CEO, was previously Gilt's chief merchandising officer.
The two other CoEdition founders are Gilt Groupe founder Kevin Ryan and Gilt's former head of technology, Kent Helbig. The company recently secured $4 million in seed funding.
Cundiff explained the mission with CoEdition was "to break down the barrier in retail and transform the industry."
George recognized the market opportunity for plus size and noted that many of the brands the company is working with come from the UK and Australia. He added that the goal of the site is to be aspirational but accessible.
The site went live this week. To create interest, CoEdition is launching an influencer program initially spearheaded by LA influencer Alexa Michael May.
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