Online Retailer of the Week: The Coveteur

The Coveteur

The Coveteur didn’t start out as a business — it was originally an online magazine.  The Toronto-based founders, designer Erin Kleinberg and stylist Stephanie Mark, set out to bring closet envy to your computer screen by profiling editors, designers, and tastemakers, and photographing the insides of their closets.  The pictures are paired with the owners’ commentary on their clothes, shoes, and memorabilia, along with a short list of websites for sartorial inspiration.

The idea was to get insight into what influences the influencers, from executives like Celine Kaplan (she heads PR for Eres) to nightclub owners (Nur Khan) to stylists like Logan Horne — the people behind the big-name celebs.

After founding the site early this year, Kleinberg and Mark have now added e-commerce, partnering with retailers like Net-a-Porter and Shopbop to include a shop-the-closet style feature that’s seamlessly integrated with the photography.  Rolling over an image of a Dolce & Gabbana dress belonging to Sara Riff, Jimmy Choo’s Director of Entertainment Relations, for example, includes a link to buy both that particular piece and a less expensive but similar item from Alice + Olivia (the Coveteur tries to offer affordable alternatives to each pick, since some fashion mavens have expensive taste).

Lanvin ballet flats belonging to Luisana Mendoza, the co-founder of Runway to Green. The Coveteur links to buy them and to similar, less pricey versions from Bloch.

This ability to shop the looks is a little like buying directly from a magazine interview, or an episode of MTV Cribs. And speaking of magazines, Kleinberg and Mark have brought their concept elsewhere, creating online spreads for Elle — in which they interviewed designer Yigal Azrouël on his closet — and Teen Vogue, for which they did a series of features on designers like Thakoon and Chris Benz.  (Unfortunately these didn’t include the shopping aspect.)

Of course, we know imitation is the sincerest form of flattery — but we wonder how all those stylemakers feel about making it so easy to cop their looks.

Click here to tour The Coveteur

Retail Business of the Week: The Coveteur