PlumWillow Receives Seed Financing

PlumWillow, a New York-based start up which is building a social shopping site aimed at teens, has received an undisclosed seed funding.
The round was led by Crossbar Capital, whose Managing Partner Charlie Federman serves as PlumWillow’s Chairman.
PlumWillow aims to empower its members to shop together with friends, make wardrobe choices from multiple brands, design their own outfits, customize an avatar and share these choices through their social networks.
The site targets teens who have outgrown the various online dress up games and are frustrated with today’s online shopping experience.
Commenting on the features of the service, PlumWillow, CEO, Scott Stone, was quoted as saying: “95% of apparel bought today by teens is purchased from stores, in large part, that’s because the online shopping experience today is like the mall was 30 years ago boring”.
The company is co-founded by Laurie Densen, a former teacher and product manager at, a tween virtual world, and Eric Benari, who is leading the development effort.

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