The BeachMint Club Adds Intimates
The social commerce company BeachMint is about to get a little sweeter.
The Santa Monica-based site that offers celebrity-curated merchandise at direct-to-consumer prices has added a new division called IntiMint that just launched a few days ago.
IntiMint offers intimate apparel, loungewear and sleepwear done in conjunction with "Dancing With the Stars" host Brooke Burke-Charvet.
"We are thrilled to be working with Brooke," said BeachMint Chief Executive Josh Berman, who is the co-founder of MySpace. "She is a like-minded entrepreneur who shares our passion to bring affordable luxury to women and is super passionate about this exciting market."
IntiMint's launch collection includes signature lace thongs, briefs, boyshorts, bralettes, racerback tanks, robes, nightgowns and loungewear separates with prices ranging from $20 to $80.
Other BeachMint sites include JewelMint for jewelry, StyleMint for clothes, BeautyMint for beauty supplies, ShoeMint for footwear and HomeMint for home goods.
The concept behind the sites is that consumers pay a monthly $20 fee that is applied as a credit towards any purchase and is only charged when a member makes her first purchase. Members receive personalized selections each month based on their Style Profile with the option to choose items they love or skip a purchase that month for no charge.
BeachMint launched its first site, JewelMint, in October 2010 with Kate Bosworth and celebrity stylist Cher Coulter. That was followed in July 2011 with StyleMint with Mary-Kate and Ashley Olsen, the twin actresses who are known for their high-end label The Row. The sisters just won the coveted best womenwear designer of the year award from the Council of Fashion Designers of America.
