Project Runway Winner Christian Siriano’s Accessories Startup Taking it to the Next Level
Praised start-up Send the Trend has been acquired by globally recognized home shopping powerhouse, QVC. Terms of the deal are yet to be disclosed. Send The Trend was created by Divya Gugnani, Mariah Chase, and Project Runway winner Christian Siriano, with the intention of eliminating the overwhelming atmosphere of shopping in department stores and alleviating the “overpriced and under stocked” conundrum of boutique shopping. Siriano has since contributed exclusive collections designed for the site. Additionally, Send the Trend was a trailblazer in the implementation of the burgeoning subscription model.
The fashion elite have long praised the magic of accessories in outfitting. Send the Trend creates an inviting place to highlight trendy and accessible pieces to supplement basics in fashion. Co-founder Divya Gugnani explains, “I created Send the Trend because everyone needs a way to accessorize their look with panache and ease”.
Site members take a short survey offering a hint of their fashion aptitude and preferences. The magic happens when Send the Trend generates an offering of choices, based on the survey, including accessories from jewelry to apparel. Users can then purchase their favorite “stylist-curated customized recommendations” for a flat rate of $30 (which includes shipping in the US). This de-clutters the daunting task of rummaging through an enormous selection of items customers are not interested in and only shows items with potential.
Send the Trend’s acquisition comes just under a year after the firm earned $3M in a Series A round led by Battery Ventures and Founder Collective last May. The funds were used to grow categories in accessories, enhance the website’s aesthetic, and for team expansion.
Moving forward, QVC has not revealed any plans for changes in the realm of the celebrity backed subscription startup. The integration of Send the Trend is expected to be rather seamless and enhance not only shoppers’ experiences but also inflate dollars per transaction figures and units per transaction numbers. One thing, however, is for certain: prepare to see a collection from Christian Siriano for QVC in the near future.
by Natalia Ignaczak