DAILYLOOK

DAILYLOOK is a subscription e-commerce company focusing on fashion.

Targeting metropolitan women who value time & convenience, it's created a personalized shop-at-home experience:

Once a woman creates her online profile, a fashion stylist selects items based on the woman's preferences.

7 to 12 fashion items are then shipped to the customer's door monthly. The items are from emerging designers and private label collections. The customer keeps what she wants and returns the rest.

DAILYLOOK's technology uses machine learning to personalize the selection of items. This enables stylists to choose appropriate items -- which leads to an increase in items kept, an increase in average order size, and a decrease in customer churn.

DAILYLOOK's target market is a 25-to-40 year-old professional woman who lives in a metropolitan area, and earns at least $100,000. This demo includes 3 million women in the U.S. who spend $15 billion a year on fashion.

In its first 9 months, the company grew revenues from $0 to a $6 million annual run rate. It now has 6,000 subscribers paying $40 per month. Its average order value is $200.

It's currently growing at 15% monthly, and is projecting greater than $10 million in 2015 revenues.

Its management team formerly worked at IBM, Express, Macy's, Old Navy and Haute Look.

One of its investors, Yves Sisteron from Upfront Ventures, had this to say: "I met DAILYLOOK when they were very early, lean, and boot-strapped. I was impressed by the team, traction, and that they continued to deliver on their milestone goals."

Another investor, David Lee from SV Angels, said this of the company's Founder/CEO: "Brian is the entrepreneur that’s super scrappy, stays heads down, and breaks through walls. I invested in him because he has relentless drive to get stuff done and figure it out."

Team Background

Brian Ree - Co-Founder and CEO

Former Founder and President of PokerLetter, the largest independent poker newsletter in the world. (Acquired by FullTiltPoker in 2007.)

Former Co-Founder and CEO of GoldenMine, an online retailer of jewelry at value prices.

Eric Marston - Co-Founder and CTO

20 years of experience building and managing dynamic websites and e-commerce platforms.

Former CTO of Express.com.

Former CEO-CTO/Co-Founder of Nox Solutions.

Degree from University of Cincinnati.

Shefali Khanna - Co-Founder & Chief Merchandising Officer

Shefali is a retail executive with extensive experience in all aspects of merchandising, product development, purchasing, e-commerce, marketing, brand management, key accounts, pricing, sales, strategic planning, and fashion design.

She was a former buyer for Macy's and Gap Inc./Old Navy, the Director of Merchandising for Lucky Brand Jeans, and the VP of Women's Merchandising for Pacific Sunwear.

She earned her degree from The Fashion Institute of Technology.

Co-Investors

RRE

Founded in 1994, RRE has raised in excess of $1.5 billion to invest in private information technology companies. It focuses on rapidly growing markets such as software, internet, communications, and financial services. Portfolio companies include BuzzFeed, Paperless Post, and Palantir.

SV Angel

Prominent Silicon Valley-based early-stage investor. Investments include Airbnb, Square, Twitter, and Warby Parker.

Rachel Zoe

American fashion stylist best known for working with celebrities, fashion houses, beauty firms, advertising agencies, and magazine editors.

Brian Lee

Founder of Shoedazzle, Co-founder of LegalZoom, Co-founder & CEO of Honest Co.

Matt Coffin

Internet entrepreneur and investor. Founder and President of LowerMyBills.com, which was sold to Experian in 2005 for $380 million.