TenOverSix Makes Foray Into Online
Patrons of hip, conceptual boutique TenOverSix, based in Los Angeles, can now get their fashion fix any hour of the day or night through its newly launched online store (www.tenover6.com).
Before jumping into the larger Web pool, TenOverSix first dipped its toe into e-commerce with a soft launch via a store through the Refinery 29 blog featuring an edited selection of goods, according to Co-Owner and Head Buyer Kristen Lee, who runs TenOverSix with partners Joe Cole and Brady Cunningham.
A full-fledged site with expanded product offerings was always in the stars. “We hope to attract a whole new customer base, expand our sales and really grow,” Lee said.
TenOverSix carries a host of fashion-forward lines, including Acne, Rachel Comey, Scout, Loeffler Randall and Slow and Steady Wins The Race as well as its own private-label line, called TenOverSix.
For holiday, the online store will showcase new pieces from the TenOverSix collection, such as dresses infused with party-worthy hues of black and gold, and footwear, including a limited-edition round-toe pump called “Kat.”
TenOverSix plans to reward shoppers further with free shipping in the month of December. In addition to shopping the covetable clothing on the site, visitors can shop TenOverSix’s selection of art pieces and books.
Reception to the online store has been positive, especially among customers seeking looks that go beyond L.A.’s borders, according to Lee. “Our shoppers are primarily 20- and 30-somethings who mostly reside in [places such as] Brooklyn and San Francisco,” Lee said.
Juggling an offline and online store has been an effortless endeavor, according to Lee. A great advantage is being able to run the Web operations out of the TenOverSix headquarters at its bricks-and-mortar location on Beverly Boulevard in Los Angeles.—Connie Cho
