The twins behind Stylerunner are launching a new women’s fashion app

The duo behind Stylerunner have a new startup targeting women’s fashion two years after their online activewear retail venture collaps

Twins Sali Sasi and Julie Stevanja will launch a “curated shopping and discovery app”, Her Black Book, next month.

The sisters founded the ecommerce site Stylerunner in 2012 with Sasi parting ways with her sister three years later. But Stevanja, who became a Young Rich Lister from Stylerunner’s success, was forced to place her business into administration in October 2019 owning millions of dollars to creditors.

The retail brand survived after it was sold to footwear company Accent Group just weeks later. While the first major impacts of the Covid pandemic were still four months away, sluggish retail sales in 2019 saw the collapse of several major brands.

In a media release announcing the return of the twins to entrepreneurship today, Her Black Book was described as “a smart new solution for the consumer to save them time and money; and retailers, a premium incentive destination that better aligns with their brand’s style and values”.

It part it’s a cashback program for the smartphone era and has already signed up more than 300 brands.

It emerged from “the frustrations Sasi had searching for codes and coupons scattered throughout her emails,  links and forums – which led her to missing out on great deals; and Stevanja’s frustrations as a retailer at the lack of premium affiliate options”.

While the ecommerce venture has yet to be approved by Apple’s App Store for a planned November 1 launch, they’ve given the business a $5 million valuation.

The app “is designed to attract and engage Gen Z, Millennials and discerning women who love to shop” the release said. 

Brands can partner directly via Her Black Book’s partner portal, or connect via affiliate channels such as Commission Factory, Awin and Rakuten.

Stevanja said concept behind the app is not for retailers to offer more sales or promotions, but to ensure they are not missed.

“Promotions and sales are a necessary part of the retail cycle for most brands, and we want to help retailers reach a receptive audience exactly when they need it,” he said

“Far too many brand messages are being missed by enthusiastic would-be shoppers as previously reliable channels increase in cost, decline in effectiveness, or both.”

Sasi said they want the app to become a one-stop destination connecting brand promotions and product discovery.

“We want to help retailers address promotional pain points in a premium environment that protects their brand integrity,” she said.

The ‘freemium’ app will allows user to download and browse offers and promotions including cashback for free, with the option to subscribe to 12-months ($24.99), 6-months ($14.99), or 3-months ($9.99) + GST  for full access to flash sales listings and notifications from preferred brands.