Of a Kind Launches Permanent Designer Shops

Of a Kind, which has been selling limited edition clothing, accessories and home goods on its Tumblr-powered site for the past three years, is now looking to become a home for a much wider range of its designers' wares.
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Of a Kind, which has been selling limited edition clothing, accessories and home goods on its Tumblr-powered site for the past three years, is now looking to become a home for a much wider range of its designers' wares.
Ace & Jig featured on Of a Kind.

Ace & Jig featured on Of a Kind.

Of a Kind, which has been selling limited edition clothing, accessories and home goods on its Tumblr-powered site for the past three years, is now looking to become a home for a much wider range of its designers' wares. On Monday, four of its designers -- apparel makers Ace & Jig and Dusen Dusen, leather goods manufacturer Eayrslee and jewelry designer K/ller Collection -- opened their own full-time shops on the site, featuring not only their Of a Kind collaborations but everything else they have for sale, including Dusen Dusen's medium blue toggle coat, $383, below.

Of a Kind founders Claire Mazur and Erica Cerulo began testing a permanent marketplace, which they call "Collections," in private beta a year ago. As they explained at the time, Of a Kind's existing model -- offerings two to three exclusive, limited-edition products each week -- has become too limiting. Oftentimes, customers would discover a designer through Of a Kind, and then buy several additional items from that designer on another site. "We've been missing out on those sales," Cerulo said.

A toggle coat for sale on Of a Kind.

A toggle coat for sale on Of a Kind.

Now, shoppers will be able to browse and purchase a much wider array of goods. Once an order is placed, designers will ship out the products themselves using Of a Kind packaging. Of a Kind will be the first point for customer service, including returns. The company takes a 30% cut of every sale made through its site.

Although 10 designers were involved in the initial beta, Mazur and Cerulo ultimately decided to launch with four. "It's a practical thing," Mazur tells us. "We're really close to the holidays and wanted to [offer] a small enough number so we could watch every piece and make the experience as seamless as possible." Eventually, they want Of a Kind to host a large number of designer shops, not unlike Etsy -- though more curated, and thus on a smaller scale.

Of a Kind now has five full-time employees, including Mazur and Cerulo, and is still entirely funded by friends and family. The company is on track to be cash flow positive this year.