More celebrities like Kourtney Kardashian are turning themselves into department stores. Here’s the platform helping to grow their customer list.

Kourtney Kardashian Barker.

More celebrities are launching personalized online marketplaces.
Cortina enables celebrity marketplaces like Kourtney Kardashian’s Poosh and Graydon Carter’s Airmail. 
These marketplaces may soon replace department stores, Cortina founder Keith George says.

In a few years, you might be buying everything from loafers to hair masks from celebrity marketplaces like Kourtney Kardashian’s Poosh and Graydon Carter’s Airmail instead of Macy’s or Nordstrom. 

Those new online stores use Cortina — a platform founded by Keith George, an alum of retail giants like Gap and Gilt Group, that helps celebrity marketplaces like Poosh and Airmail sell products to customers. 

“The names Macy’s and Saks, I think will have less influence over time than names like Kardashian, Drake, LeBron James,” he told Insider. 

Gwenyth Paltrow’s Goop, which launched in 2008, set the celebrity-marketplace precedent. Unlike Amazon, it offers a more curated selection of products (think an LED sign handwritten by Paltrow herself or sateen sheets) alongside lifestyle-related content like recipes, workout tips, and relationship advice.

Over the years, Goop has evolved into a cultural phenomenon that has inspired admirers and incensed cynics alike. It’s even parlayed itself into a noun— “Goopification” means to imbue anything and everything with Paltrow’s fastidious, if not overpriced, approach to wellness.

George predicts that in the next era of retail, celebrities and influencers are going to become “virtual brokers of cool.”

Several celebrity marketplaces have popped up in recent years. Kardashian (now Kardashian Barker) launched Poosh in 2019, selling items like royal jelly and collagen cream and publishing articles on topics like increasing your attention span and making fashion more sustainable. 

Former Vanity Fair editor Graydon Carter also launched Airmail in 2019, a digital weekly newsletter with a “highly selective” online storefront. 

Now, platforms that serve as a bridge between brands, celebrities, and their audiences — like …read more

Source:: Businessinsider

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