August 20, 2012, 3:40 PM

Karmaloop.com says No Boys Allowed at new fashion site

MissKL.com is a new apparel site aimed at young women.

Stefany Moore

Associate Director of Research

Lead Photo

Karmaloop isn’t shy about the fact it’s not targeting the male demographic with the launch of its new fashion e-commerce site MissKL.com. Quite the opposite, in fact, as upon their first site visit, shoppers are met with a splash page that reads, “Welcome to Miss KL! We are Karmaloop’s ladies’ only site… Everything you love and more… No boys allowed!”

Karmaloop.com, No. 138 in the Internet Retailer Top 500 Guide, envisioned MissKL.com as an online fashion retail site that inspires young women, encourages them to share, and gets them talking to each other about fashion trends and other topics that interest them.

“We're so excited to create a community where ladies can come to share, shop and be inspired,” says MissKL.com and Karmaloop founder Dina Selkoe. “We want our girls to visit and hang out–not only to shop, but to learn about and learn from other kickass ladies and fashion icons.”

MissKL.com features 250 clothing and accessories brands and a blog with several posts each day. Its Lifestyle section includes This Miss KL, which profiles style celebrities. Currently the site features Olivia Lo with a What’s in Your Purse? section, her favorite products for sale on MissKL.com, a Reading List and answers to a brief questionnaire about her personality.

Karmaloop grew online sales 80.6% in 2011 from an Internet Retailer-estimated $72 million to $130 million.

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