Bow & Drape founders Shelly Madick and Aubrie Pagano are selling their online retailer to aBow & Drape, an online women’s retailer that sells customizable shirts and sweatshirts with phrases like “Goal Digger” and “You Had Me At Merlot” emblazoned on the front, announced on Tuesday that it has been acquired by an e-commerce holding company for an undisclosed price.
“I have 15 people at Win and any direct-to-consumer brand would need the same 15 people to be successful,” says Kyle Widrick, founder and CEO of Win Brands. “We’re not trying to grow these businesses to $1 billion businesses. But we do want to take these brands that are special and unique, bring them to a certain audience and grow them to their natural size and scale.”
Aubrie Pagano, the founder and CEO of Bow & Drape, says the acquisition will give her access to a larger balance sheet, plus assistance with marketing and distribution. She expects more direct-to-consumer companies will follow suit. Pagano started Bow & Drape in 2012 with her former roommate from Harvard. The brand has attracted celebrity customers like tennis players Serena Williams and Caroline Wozniacki, actress Reese Witherspoon and Spanx creator Sara Blakely and sells its customizable apparel and accessories online and at stores like Nordstrom and Bloomingdale’s.
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