Gilt Groupe Launches Editorial Site For Men, Competes With AmazonAugust 10, 2011
by Jessica Sheft-Ason
Gilt Groupe added a new site to it’s growing portfolio of online shopping destinations, Park & Bond. The site, which is
geared towards men and done in partnership with GQ, debuted in its beta version this morning.
For users familiar with Gilt Groupe’s flash sale model of sites, Park & Bond shows a departure from that structure. Instead of segmenting merchandise by specific designer sales, the site is more editorial and curated: shoppers can select from different categories of apparel or shop the “editor’s picks”. Additionally, the site offers edited content such as Q&A’s with designers and articles like “How to Wash Raw Denim”. The decision to offer unique content (and give users a reason to visit the site other than to shop) is a unique way to grab eyeballs and hopefully convert them to buyers. The partnership with GQ is obvious in the content, which is aimed at attracting the well-groomed yet still “manly” man.
However, Gilt Groupe has remained true to some of its heritage, and the menswear brands are either high-end, niche, or artisan labels. Selected items included a Jack Spade Canvas Tote ($195.00) and a Thom Browne Striped Tie ($185.00).
CEO Kevin Ryan sent out an email to users today highlighting many of the new features, including “The ability to see how virtually every item appears as part of a head-to-toe look.”
Park & Bond joins a wealth of other starts that Gilt Groupe has spun out since launching in 2008. Other niche Gilt sites include “Gilt City” and “Gilt Taste”.
Gilt Groupe competition in the space of flash sales has grown rapidly in the past few years. Amazon’s high-end saily deal site, MY HABIT, launched earlier this year and Google recently acquiredDealmap, a daily deal service. Park & Bond is Gilt’s latest, and most creative, ammunition..