Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.
Santa Monica-based BeachMint is getting a little help from some friends: namely, Mary-Kate & Ashley Olsen, designers of the e-commerce startup's apparel-focused brand, StyleMint. WWD reports that the stylish sisters—whose ever-expanding portfolio already includes cult-cool labels The Row, Elizabeth and James, and Olsenboye—have signed on as cochairs of the company's advisory board, where they'll serve "creative and consultative roles."
The MKA makeover is in line with BeachMint's recent news that they'll be focusing primarily on their fashion brands, leading the company to temporarily shelve its skincare site BeautyMint and interior decor e-shop HomeMint. On that note, Mary-Kate Olsen tells the fashion trade pub that she and Ashley "will work closely with BeachMint's management team in this strategic phase of growth to establish the Mint brands as the leading online destination for all things fashion."
· Olsen Sisters Acquire Stake in BeachMint [WWD, sub req'd]
· Beachmint [Official Site]
· Uh Oh: Decor E-Shop HomeMint Goes on 'Extended' Vacay [Racked]
· JewelMint Pops Up on Robertson Tonight Through December [Racked]
· Whoa: The Row's Flagship Store Takes Over John Frieda's Salon [Racked]