The Floorr, launched earlier this year, is reshaping the digital styling industry by equipping personal shoppers and stylists with tools to expand their businesses. Accessible via the web and iOS, The Floorr offers a comprehensive suite of features, including tools for conducting sales, hosting tailored styling sessions, creating mood boards, and engaging in text or voice chats with clients, all within a single platform.

The platform’s latest addition, the “Styling Sessions” tool, enables stylists to assemble complete outfit looks using products from The Floorr’s marketplace or by uploading images of in-store items. This new feature aims to streamline the styling process, making it easier for stylists to offer personalized services.

Recent Developments and Financial Backing

On Thursday, The Floorr announced a $1.7 million pre-seed funding round, with backing from notable investors, including Carmen Busquets, co-founder of Net-a-Porter, and Nigora Tokhtabayeva, a jewelry designer and founder of Tabayer. This funding round underscores the growing interest in digital fashion platforms.

Founder’s Insight and Market Trends

Founder Lupe Puerta, who has a background in luxury retail from her time at Harrods and Net-a-Porter, observed a growing trend among luxury brands to adopt digital platforms. This shift has been fueled by the increasing demand for virtual consultations and online styling services, as seen with companies like Next Level Wardrobe, Thread, and Wishi. Additionally, the rise of virtual try-on technology, AI-powered style assistants, and subscription boxes like Stitch Fix and Wantable has made finding curated looks more accessible.

Tools and Partnerships

The Floorr also provides a sales dashboard for stylists, offering analytics on clicks, orders, items sold, and earnings. This dashboard helps stylists manage their businesses more efficiently. The platform partners with high-end retailers such as Bergdorf Goodman, Browns, Chloé, Farfetch, Neiman Marcus, Net-a-Porter, Saks, and SSense, offering a wide selection of luxury items.

Commission Structure

Personal shoppers on The Floorr earn an 80% commission from sales, significantly higher than the typical retail commission rate for apparel, which is around 15%. In traditional retail settings, personal shoppers usually earn a base salary with a commission of 0.5% to 2.5%.

Current User Base and Clientele

The Floorr has onboarded 200 personal shoppers so far. It caters to luxury fashion enthusiasts, including business professionals and Hollywood celebrities. Customers are invited by a stylist to use the client-focused app, which facilitates remote shopping without the need for in-person meetings. The average order value on the platform is $2,500, with the highest order this month reaching $130,000.