, whose simple “yes” or “no” algorithm calculates a user’s style preferences and curates a selection of brands that ship through their own warehouses. Behold was founded by Terry Boyle, previously of Nordstrom and he brought in former Barneys execs Julie Gilhart, now President and Chief Development Officer of Tomorrow Projects, and Tomoko Ogura, a consulting partner of Tomorrow Projects.
Why the new excitement in these platforms? “COVID is accelerating the shift to online that was already happening,” says Behold’s Boyle. “We think that the online experience needs to get a lot better. It can’t just be about throwing a catalog of stuff online and letting the customer sort through it.” He adds, “no customer wants to spend their time slogging through 5,000 pairs of black pants to find the one pair they want.
As Saniger notes, Nate’s foundational principle is “humans inspire, machines create.” His goal is to foster more human-to-human interaction through Nate’s list-sharing component, which ultimately eliminates the ideas and products coming to the consumer directly from the brand or platforms themselves.
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