While Russia may be in the throes of an economic crisis, the country has, until recently, witnessed the emergence of a new class of wealthier individuals. St. Petersburg-based startup Style&Go has taken aim at this group with a male-oriented fashion retailer for those who may have the cash for higher-end clothing, but who may not have the time to go shopping.
Style&Go, which launched last summer, allows customers to select several clothing options and have them delivered, in order to try them on. The platform enables prospective buyers to indicate a preference in terms of size, budget, and links to accounts on social networks. From there, a stylist chooses a few suitable combination and sends along to the customer. Trying on clothes is free, so customers only end up paying for the items that they buy. Style&Go itself takes a cut of each purchase that they facilitate.
A representative for the company tells me that they are targeting men who are between the ages of 25-40 and would generally be considered middle class. Style&Go has partnered with individual stylists, but have also connected with notable Russian online retailers, such as KupiVIP, BeMad, and CircleBoutique.
The startup claims an undisclosed amount of funding from iDealMachine, an accelerator based out of St. Petersburg. The company is currently focused on establishing itself in the Russian market, but they are already looking westward, with plans to unveil a multi-lingual website and to enter the European market. While we are not privy to the amount of funding that the company obtained from iDealMachine in their first round, completed last month, the accelerator tells me that the cash will be used to boost marketing efforts, as well as develop new sales channels and modify the current ones.