October 18, 2010 in ATDC News

The Startup Chronicles: Abundant Closet, Working Your Wardrobe

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Abundant Closet is an ATDC company making high-tech waves in the staid retail fashion industry. Co-founders Jody Fennell and Ella Dyer have a passion for fashion… and fancy algorithms.

The company’s signature product, Fashion-Ade.com, is currently in beta. Fashion-Ade allows consumers to build a virtual closet with a selection of nearly 100,000 pre-populated garments or uploaded photos of garments from their closet. The Outfit Engine then suggests outfit combinations that users can rate and share through Facebook and email. The information about what American women actually own and wear gives retailers a better understanding of this $215 billion a year market.

Helping retailers make more money and giving women a way to get creative with their wardobe and receive better-targeted offerings sounds like a fashion trend with real staying power to us. Saks Fifth Avenue, Zappos, and Dillards must think so too, since these retail giants signed on as affiliate partners.

In addition to a great product, Abundant Closet has an impressive founding team. Jody’s experience as executive vice president and general manager of Allconnect’s Interactive Group where she oversaw introduction of e-commerce sales and at The Weather Channel where she launched mobile, desktop, and video applications prepared her to launch and build momentum for Abundant Closet. Ella is a marketing pro with 20 years experience in marketing new products for various companies and raising capital for JTD Portfolio Management, the private angel fund she co-founded.

With a product the market has been waiting years to get and a team with phenomenal drive and experience, Abundant Closet is shaping up to be a real classic.

Additional information is available at www.abundantcloset.com.

This is the second in a series of articles chronicling ATDC member company achievements.




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