The New York Times

13 January 2013

A recent New York Times profile of, an e-commerce site for 40-something women who want to look chic, not stodgy, reveals the cutthroat world of retail e-commerce startups. In the article, Arnold Aronson, director of retail strategies at Kurt Salmon, said the site’s real test would be its ability to sustain relationships with key partners like Piazza Sempione, Armani Collezioni and MaxMara. “The real question is whether she can generate enough business to justify a sustainable relationship between her company and major vendors who are working with bigger and more established retailers,” he said.

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