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Brief Published: 28 Mar 2012

Shoptiques Brings Boutiques Online


Shoptiques, a new tech start-up founded by Russian model turned retail entrepreneur Olga Vidisheva, aims to compete with major fashion e-tailers by aggregating small bricks-and-mortar boutiques from around the world into one website.

The site filters boutiques by location, so if a consumer wants to go shopping in San Francisco, for example, they can explore the stores online first. They can also read profiles of each boutique, discover the often under-the-radar labels they carry, and even make contact with the shop’s owner to ask specific questions.

Once a boutique is approved by Shoptiques, a professional photographer is sourced and sent out to snap high-quality images for the website – combatting one of the major hurdles that’s prevented many small boutiques from taking their brands online themselves.

While e-tailers such as FarFetch.com have used an aggregation model of sorts previously, it’s the first of its kind to acknowledge a consumer curiosity in specific local markets.

While the success of Vidisheva’s venture is yet to be confirmed, it will almost certainly give more power to small retail businesses, granting them an opportunity to gain first-class exposure and potentially drive custom from around the world.