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Fovo wants to help women shop by shape, not size

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Jose Breland
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One of the challenges with clothes shopping online is that it doesn t mirror the real-world experience where you can try on items for fit.

A new startup called Fovo from shapewear line dMondaine s founder, Kiana Anvaripour, wants to change that.

She then launched her own shapewear lingerie, dMondaine, in 2011, which is sold at places like Neiman Marcus, Barneys, Selfridges, Harvey Nichols, and Net-a-Porter.

Fovo today features clothing from over 300 major retailers – both pricier and less so – including Nordstrom, Net-A-Porter, H, Neiman Marcus, Dillard s, Saks Fifth Avenue, Forever 21, Nasty Gal, and others.

As women shop the site, they can add items from different stores to a universal cart, then checkout directly on Fovo.com, which simplifies the experience.

Fovo currently generates revenue through an affiliate model, but the eventual goal is to introduce other means of monetization, like advertising.

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