Olsen Twins, Ashley Olsen and Mary-Kate Olsen are launching a new digital fashion venture with BeachMint ( by Josh Berman one of the founders of MySpace) .
According to Dualstar Entertainment Group, the Olsen’s lifestyle and brand company, they have partnered with BeachMint to launch StyleMint, an online apparel site. The new site will include exclusive apparel, trend reports, videos, and other information. Financial arrangements of the deal were not announced.
BeachMint is the latest startup of MySpace co-founder Josh Berman and Diego Berdakin, which already runs JewelMint.com, another celebrity ecommerce site with actress Kate Bosworth and celebrity stylist Cher Coulter.
StyleMint will meld e-commerce and social media platforms to offer consumers a personalized shopping experience, based on a monthly opt-out model, similar to book-, music- and wine-of-the-month clubs. Mary-Kate and Ashley Olsen will help design and merchandise the offerings — starting with a collection of women’s fashion T-shirts retailing for $29.99 — as well as create regular videos for the site.
The site is scheduled to launch in July. StyleMint will have shoppers register, then take part in short style quizzes which will help taylor their monthly suggestions for purchases.