Keaton Row

The platform connected clients with personal stylists who created customized, shoppable lookbooks. This service was offered at no initial cost to the client; revenue was generated through commissions from partner retailers on merchandise sold through the platform. Keaton Row formed partnerships with major retailers such as Nordstrom, Shopbop, ASOS, and Saks Fifth Avenue. The business model was designed to empower two groups: time-constrained professional women seeking style guidance and a network of stylists looking for an entrepreneurial opportunity in fashion. By 2014, the company had grown to nearly 300 active stylists and 10,000 registered clients.

The user experience began with a style profile questionnaire, which an algorithm used to match the client with a compatible stylist. Stylists would then curate ensembles based on the client's preferences, budget, and body type, providing personalized notes for each selection. A key feature was the creation of a virtual wardrobe, where purchased items were saved, allowing stylists to incorporate new pieces with the client's existing clothing over time. In addition to the free lookbook service, Keaton Row later introduced premium options, including a 90-minute virtual styling session and in-person closet edits. The company secured over $11 million in funding from investors including Time Inc., Rho Ventures, and Menlo Ventures, with a notable $6 million Series A round in 2015. By 2016, co-founder Elenor Mak had moved on from the company.