Inside Curatum’s Daily Commerce Curation Model

When it comes to men, eCommerce may be boiled down to a simple maxim: Less is more.

One startup, Curatum, is betting that its mobile app, wherein experts across a variety of lifestyle areas, from fashion to books to furniture, work together to “curate” a single item that is then pushed to its users, will tickle the male fancy.

As reported by TechCrunch on Thursday (Sept. 10), the company is the brainchild of Founder Khalid Meniri, who has sold his Rezzie startup to Tasting Table and then deployed the funds to launch Curatum. In an interview with TechCrunch, Meniri said that even though the overall men’s shopping industry is expanding, he saw opportunity untapped in a platform that could actually curate items of interest. Curatum stretches beyond the daily offering in that it allows users to browse through past items and buy them through the app’s single-click platform. There’s also integration with Apple Pay, which has as a selling point the ability to eliminate the need to fill out financial information and shipping details.

[bctt tweet=”When it comes to men, eCommerce may be boiled down to a simple maxim: Less is more.”]

Curatum’s revenue model seems straightforward: The firm, partnered with retailers and boutiques globally, takes a referral fee, while the actual store (or boutique) handles order fulfillment. Curatum also is able to “curate” its user preferences through a feature known as “Tailored To You,” which sifts through past shopping activity to offer up curated items that would be of specific interest to the user via an algorithm. And that algorithm uses factors, such as location and weather, to help shape which items are actually going to be offered through the app and which items those men are actually likely to want to buy. In terms of availability, Curatum moved out of its beta stage yesterday.

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