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Olsen twins to create novel e-commerce site

11 April 2011 - 21:18 by Sarah Collinson

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Mary-Kate and Ashley Olsen rose to fame as child stars but are now set to expand their entrepreneurial endeavours into the world of e-commerce with an intriguing new website. is the site in question and unlike many other fashion brands, it will encourage users to subscribe for a fee of around £21 per month in order to access exclusive designer products and bespoke items which are fashioned around personalised 'style profiles.'

The twins are well versed in the fashion industry despite being in their early 20s, as they already head a quartet of labels designed to attract both luxury and mainstream buyers. Whether their attempt to conquer the world of safe shopping online will be as successful is yet to be seen, but they are at least attempting to interact with users in a unique manner.

At first the site will be home to a number of t-shirts designed for women by the twins themselves and those who subscribe will be able to pick from a number of different outfits which have been specifically chosen for them. The items they are allocated will be based on the answers to a survey, which they complete upon signing up, in order to profile their individual style.

As well as offering style advice and safe shopping online, the site will feature exclusive video content produced by and starring the twins, as they give their own unique twist on the industry.

The July launch of Style Mint will be an interesting event, largely because this model for e-commerce is not something that has been tested in the world of fashion before. The star power of the Olsen twins is definitely not as prevalent as it once was, but their work to establish themselves as canny businesswomen is certainly convincing.