On Tuesday Pose, an app often described as the "Instagram of fashion," announced that it is merging with e-commerce site Little Black Bag.
Pose claims to have 2 million registered users, not all of whom are active. Little Black Bag says it has 1 million, though not all (or perhaps even most) of those users have made a purchase.
So why are two such different companies merging? Murillo says when he met with Pose's leaders to talk about the future of both companies, they realized they had a "very similar vision" for their future. Both startups are based in L.A. and have long known each other. They even share a backer in venture capital firm Upfront Ventures.
On occasion, venture capital firms will encourage two of their underperforming businesses to merge, but Murillo insists that isn't the case here. Rather, LBB and Pose came up with the idea and then shared it with their investors, he says. He adds that he was very interested in the traction Pose has built on mobile devices, particularly since LBB has seen a surge in mobile usage over the past year.
Pose has long wanted to get into the e-commerce business, and LBB -- which already has in place all of the logistical operations an e-commerce business requires -- may be the fastest way to get there. What's less clear is how LBB's current selling model fits into the mix. Perhaps the new company will do away with it altogether, and utilize Pose's interface to sell the goods it has stocked. I guess we'll have to stay tuned.