In Pictures: Fashion site curates the best from around the Web
Wantering acquires U.S. company, has offices in Vancouver, New York and Los Angeles
Pictured here in New York, Matt Friesen is a co-founder and chief executive officer of Wantering, a fashion search engine based in Vancouver. Wantering is designed to give shoppers a good sense of the fashion products available across the Web, he says, something that’s hard to grasp by visiting individual online stores. Meanwhile, social-media sharing sites such as Pinterest show things that aren’t necessarily available for purchase.Eric Thayer/The Globe and Mail
The Wantering site lets users browse and shop with ease at more than 125 retailers, Mr. Friesen explains. “We’re trying to make it really, really easy for you to shop the entire Web and have it tailored so it fits your unique taste.”
Investors are betting on Mr. Friesen and his company. Wantering launched in late 2011 after raising money from friends, family and Vancouver angel investor Mike Edwards. The company has since gathered an additional $1.5-million from the likes of BDC Venture Capital and Vancouver-based Yaletown Venture Partners.
In June, Wantering acquired StyledOn, a Los Angeles-based fashion social network. The two companies soon launched the Wantering Insider Network, which they describe as an invite-only community of fashion and style bloggers; besides gaining access to Wantering’s audience, members can earn money for their blogs and partner with fashion brands.
Wantering now has seven employees in Vancouver, four in New York – where Mr. Friesen spends most of his time – and two in L.A. Still in the startup phase, the company must find a way to instill a common culture. “Merging two completely discrete teams into one cohesive unit takes some challenges,” Mr. Friesen says. “It’s further exacerbated by the fact that we’re all in so many different locations.”
The company has a mobile presence as well. Wantering uses data and analytics to measure its success and improve itself, Mr. Friesen says.
“We have that real startup culture baked into our group and our team,” he adds. “We just assume that everyone thinks and operates the same way. And that’s obviously not the case; unless you have that culture around you and you can embrace it, it doesn’t come naturally.”
As part of the effort to cement its corporate culture, Wantering has sent its entire marketing team from Vancouver to L.A. to spend time with the group there.
Mr. Friesen wonders whether the L.A. and New York staff would benefit by following Vancouver’s lead and having lunch together at the office every day. “It’s a really good bonding experience, and so that creates a bit of a family atmosphere and a team atmosphere,” he says. “That’s something that’s hard to replicate across multiple cities.”Eric Thayer/The Globe and Mail