What are we losing with the closing of beloved website 'Of a Kind'?
Author:Callia HargroveUpdated:Oct 28, 2019Original:Oct 28, 2019Allow me to paint a picture: the year is 2012. "Somebody That I Used to Know" is playing on a continuous loop in everyone's ears. Thanks to the Internet and an influx of people willing to break the mold, we're in the middle of a startup boom. Fashion is more mainstream than ever thanks to celebs-turned-designers like Kanye West and reality shows like "Project Runway.
In 2019, the way Of a Kind mixed content and commerce is commonplace, but it definitely wasn't in 2010. Designer Ellen Dusen of Dusen Dusen, who committed to selling on the site before it even launched, recalls how revolutionary the concept felt at the time. "They launched during an era where blogs were really popular, and people were really starting to care about where things came from and the person behind the product," she says.
Prior to selling on Of a Kind, Caroline Hurley of Caroline Z Hurley, which now boasts over 40,000 followers on Instagram, says she struggled to find ways to get her products in front of customers. "They helped me tell my story, take photos of my work, and think of my little low-fi website in a bigger way. In my mind, Of a Kind is the reason I exist," says Hurley.
Both founders also weren't shy about bringing personal details of their lives into the fold. One of the site's most popular posts featured Mazur fearlessly talking about how she used running to wean herself off of antidepressants, and on a recent episode about motherhood on the 'Few Things' podcast, Cerulo opened up about not wanting to have children.
But it was only a matter of time until the rest of the industry smartened up, and when it did, it brought billions of dollars worth of backing with it. Pivots became paramount to success as the industry shifted at lightning speed; the influencer age set in, and people were less and less interested in consuming content off-platform.
It seemed like that might remain true until Oct. 3, when Bed Bath & Beyond announced that it was shuttering Of a Kind during its latest earnings call. When an analyst from Jefferies asked for specifics about closing Of a Kind, Bed Bath & Beyond interim CEO Mary Winston seemed unable to offer up any reasoning other than reiterating how it was Bed Bath & Beyond's "smallest businesses" and calling its performance "immaterial.
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