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Daily Candy Joins The Online Sample Sale Fray
October 30, 2009
We suppose it was only a matter of time before this happened. In fact, we're surprised it took so long. DailyCandy, the nearly 10 year old fashion and shopping newsletter and site is launching a private sample sale e-commerce site called Swirl, Sample Sales by DailyCandy much in the same vein as Gilt Groupe and Rue La La., offering limited time sales of merchandise at up to 80% off. The site will be available to DailyCandy subscribers only in Beta form beginning on the week of November 16th before its official début in January 2010.
To quote its press release, the new site "will translate its quirky aesthetic and curated editorial approach to a superior e-commerce sample sale experience, one that is currently lacking in the marketplace. Since most sample sale sites replicate the same random experience a traditional outlet store or offline sample sale offers, DailyCandy’s trusted editorial eye will lend much-needed credibility to the category." And furthermore, "Swirl won't include everything — it won't necessarily include the most expensive or most popular, but it will feature the best and brightest from every price point and corner of the Earth."
So let's clarify. Swirl will be offering a random experience, that won't include the most popular things.
Contradictory press releases aside, Swirl's hook is that DailyCandy's editors will be curating the sample sales. The real strength here, however, is that rather than building a customer list, the site starts out with a vast reservoir of subscribers already waiting to be pitched to every day. With parent company Comcast's resources behind it, we expect Swirl to become a major player in the fast growing category almost instantly.
Swirl-Sample Sales by DailyCandy Launches (Shophound Inbox)
DailyCandy to Launch E-Commerce (WWD)