Cladwell, a Cincinnati-based app that allows users to make the most of their current wardrobe, has joined Science Inc. as one of its newest portfolio startups.
The Santa Monica, Calif.-based incubator and early stage investment entity boasts $1.3 billion worth of exits and $400 million of follow-on investments since its 2011 inception, according to a Los Angeles Business Journal report. Thanks to backing from entities like Hearst Ventures, Science has worked with headlining startups such as Dollar Shave Club and MeUndies, developing a current portfolio of more than 40 startups across a host of industries.
Cladwell works thusly: Users pay a monthly fee to access the company's database, where they can select the pieces of clothing they already own. The app then uses the supplied clothing options to make three recommendations for a daily outfit, taking into consideration users' clothing proclivities, the weather and the type of event they're dressing for.
The Cladwell team considers its forthcoming work with Science an advantageous match.
"Marketing within the fashion industry is predicated on what’s buzzing in the moment and getting you to buy, but we think the post-purchase experience is more significant," said Cladwell co-founder and CEO Blake Smith. “We’re so excited to be working with Science Inc. and their stellar team to help us make managing the world’s closets much more efficient and effortless.”
The partnership represents the next step in Cladwell's startup journey, with the startup having raised $2.8 million in funding since its launch in 2012.
