A downtown Los Angeles-based apparel firm thinks it has the right formula to succeed in the customization and made-to-order space, promising all the quality of an atelier backed by proprietary 3-D software.
Frilly, which launched in 2014, and has been refining its business model and building its technology, recently emerged out of beta with an online store offering customizable product to shoppers.
The opening price is about $60 and goes up to around $2,000 to be able to take the company’s stock of chic separates and tailor the necklines, sleeves, fabric and on down to the hardware used in the garment.
The company was founded by chief executive officer Shangwei Ding and chief marketing officer Jeni Ni and is entirely self-funded. It counts 24 employees in Los Angeles with a factory in China of about 80 and a software team of another 80. Tailors in China produce each garment, which goes through three rounds of quality control before being shipped to consumers within two to three weeks from the order date.
“We really want to bring the control back to the customer,” Ni said. “The age of personalization is upon us and we are bringing it to the customer in a way that hasn’t
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