Marissa Mayer
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Newly funded Maisonette is becoming a go-to brand for fashion-conscious families; here’s how
Maisonette, a four-year-old, New York-based company, has aimed from the outset to become a one-stop curated shop for everything a family might need for their young children.
That plan appears to be working. Today, the company — which launched with preppy young children’s apparel and has steadily built out categories that include home décor, home furniture, toys, gear and accessories — says it doubled its number of customers last year and tripled its revenue. Indeed, even as COVID could have crimped its style — sales of children’s dress-up clothes slowed for a time — its DIY and STEM toy sales shot up 1,400%.
Though the company keeps its sales numbers private, its growth is interesting, particularly given the unabated growth of Amazon, which became the nation’s leading apparel retailer somewhere around the end of 2018.
Seemingly, much of Maisonette’s traction owes to the trust it has built with customers, who see its offerings as high-end yet accessible relative to the many luxury fashion brands that are also increasingly focused on the children’s market, like Gucci and Burberry.
Specifically, the 75-person company has a merchandising team that prides itself on working with independent brands and surfacing items that are hard to find elsewhere.
Maisonette also launched its own apparel line roughly 30 months ago, called Maison Me. Focused around “elevated basics” at a more reasonable price point, the line, made in China, is seeing brisk sales to families who buy items time and again as their kids outgrow or wear holes in them, says the company.
It helps that Maisonette’s founders have an eye for what’s chic. Co-founders Sylvana Ward Durrett and Luisana Mendoza de Roccia met at Vogue magazine, where Durrett spent 15 years, joining the staff straight from Princeton and becoming its director of events (work that earned her a high profile in fashion circles). Roccia joined straight from Georgetown the same year, 2003, and left as the magazine’s accessories editor in 2008.
For those who might be curious, their former boss, Anna Wintour, is a champion of theirs. Yet they also have some other powerful advocates, including NEA investor Tony Florence, a kind of e-commerce whisperer who on behalf of his firm has also led previous investments in Jet, Goop, and Casper.
NEA is an investor in Maisonette, as is Thrive Capital and the growth-stage venture firm G Squared, which just today announced it led a $30 million round in the company that brings its total funding to $50 million.
Another ally is Marissa Mayer, who first met Durrett back in 2009 when Mayer was still known as Google’s first female engineer and its most fashionable executive. Not only has their friendship endured — Mayer says she named one of her twin daughters Sylvana because she adored the name — but Mayer is on the board of Maisonette, where she has presumably helped refine its data strategy, including around an inherent advantage that the company enjoys: its very young customers.
“One of the things that’s really helpful when it comes to data and e-commerce is when you can capture people at a particular life stage,” Mayer explains. “It’s why people liked wedding registries. You get married, then you have children and [the retailer] can follow the children’s ages and start anticipating that customer’s needs and what they’re going to want two years from now.”
In terms of “predictable supply chain, for inventory selection, for just being able to meet that moment, having insight into those stages is really important and helpful,” she says. It can also be very lucrative for Maisonette as it continues to build out its business, notes Mayer.
Certainly, much is working in the company’s favor already. To Mayer’s point, Roccia says that more than half of Maisonette’s sales last year came from repeat customers. More, it already has an audience of more than 800,000 people who either receive emails from the company or follow its social media channels. (Maisonette also features a healthy dose of content at its site.)
Unlike some e-commerce businesses, Maisonette is asset-lite, too. Though it has opened a handful of pop-up stores previously and was contemplating a bigger move into retail (“that’s now on pause,” says Durrett), the company doesn’t have warehouses to manage. Instead, items are shipped directly to customers from the various retailers featured at its site.
Perhaps most meaningful of all, the company is competing in what is a massive and growing market. In the U.S. alone, the children’s apparel market is estimated to be $34 billion. Meanwhile, the children’s market is $630 billion globally. While Maisonette is selling to U.S. customers alone right now, it plans to use some of that new funding to move into international markets, says Roccia, who has been living in Milan with her own four children during the pandemic, while Durrett began working out of Maisonette’s mostly empty Brooklyn headquarters in January to create a bit of space from her three.
Indeed, on a Zoom call from their far-flung locations, they talk at length about parents needing to create new space to work from home right now, as well as to update rooms for kids attending virtual school. While no one asked for a global shutdown, home décor is a “category that has picked up due to the COVID effect,” notes Roccia.
Asked what other trends the two are tracking — for example, Maisonette features the mommy-and-me clothing pairings that have become big business in recent years — Roccia says that even with the world shut down, it remains a “huge” trend. “It started with holiday pajamas — that was kind of the catalyst to this whole movement — and now swimwear and just casual dressing has become a pretty big piece of the business, too.”
As for what Durrett has noticed, she laughs. “Llamas are big. We sell a llama music player that we had to bring back on the site several times over the holidays.” Also “rainbows and unicorns. As cliché as it sounds, we literally can’t keep them in stock.”
Unicorns, she adds, “are a thing.”
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Marissa Mayer and Alfred Lin are coming to Disrupt SF 2019
Twenty+ startups, each with six minutes to tell the world what they’re about. If they can prove to our panel of judges that they’re the best of the best, they’ll walk away with $100,000 and their name forever etched on the Disrupt Cup.
That’s the core idea behind the Startup Battlefield, a pillar of TechCrunch Disrupt SF — which, as you might know, is just weeks away. As the event approaches, the list of incredible speakers and world-renowned judges only grows.
We’re thrilled to announce that Alfred Lin and Marissa Mayer will be joining us as Battlefield finals judges.
Alfred Lin is a partner at Sequoia Capital, and by no means a stranger to the startup world. He helped to helm LinkExchange as VP of Finance leading into its $265 million acquisition by Microsoft in 1998, and was COO at Zappos, leading into its billion-dollar acquisition by Amazon. He now sits on the board of companies like Airbnb, Dia&Co, Houzz and DoorDash.
Marissa Mayer was one of the earliest employees at Google, where she’d go on to lead the company’s search and mapping divisions. She led Yahoo! as president and CEO from 2012 to 2017, including through its acquisition by Verizon (disclosure: TechCrunch’s parent company) for nearly $5 billion in 2016. She’s now the co-founder of Lumi Labs, a stealthy incubator/lab in Palo Alto, the website of which says is “focused on building consumer applications enabled by artificial intelligence.”
Lin and Mayer join an outright amazing list of speakers, panelists and judges coming to Disrupt, including the likes of Marc Benioff, Marillyn Hewson, Cyan Banister, Will Smith, Ashton Kutcher, Michael Seibel, Ellen Pao, James Park, Aaron Levie, Joseph Gordon-Levitt, Aileen Lee and many, many (seriously, many) more.
Disrupt SF runs from October 2nd to 4th at the Moscone Center. Need tickets? You can find those right here.
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Google still claimed to be blocking search rivals on Android, despite Europe’s antitrust action
Mobile licensing changes made by Google this fall, when it tweaked terms for OEMs wanting to license its Android smartphone platform on devices destined for the European market, don’t appear to be offering succour to search rivals — despite being triggered by an antitrust ruling intended to reset the competitive playing field.
The European Commission found the search giant guilty of anti-competitive practices related to its Android platform this summer, slapping the company with a $5BN fine. The decision required Google cease practices judged to be illegally skewing the market and do so within 90 days.
It was the second such major EC antitrust finding against Google, after last year’s Google Shopping ruling, when the company was warned that having been found dominant in search it had a “special responsibility” to avoid breaching antitrust rules in any market it plays in.
Google disputes the Commission’s findings of competitive abuse in both cases, and has lodged legal appeals.
But the nature of competition law demands action in the meanwhile, given the threat of punitive penalties for any continued breach. So in October Google responded to the Commission’s Android ruling by updating its regional compatibility agreement to provide a route for OEMs to unbundle key services from the Android OS — rather than requiring its suite of Google apps be pre-loaded for devices to get the Play Store.
However it also incorporated licensing fees for some unbundled configurations (e.g. Android + Play Store). At the same time it said it would not charge any fee to include search or Chrome. And it said it was offering incentives for OEMs to place its eponymous, market dominating search engine (and/or browser) prominently on their devices — despite one of the behaviors the Commission judged illegal being payments Google had made to certain large manufacturers and mobile carriers to exclusively pre-install Google Search.
The Commission did not prescribe specific remedies for the anticompetitive behaviours it pegged to Android — saying it’s “Google’s sole responsibility to make sure that it changes its conduct in a way that brings the infringements to an effective end”.
Though it warned it would closely monitor the company’s conduct, noting that any finding of continued non-compliance would risk fresh fines — of up to 5% of the average daily turnover of Alphabet for each day of non-compliance.
The key word there is “effective” — in terms of what the Commission is watching for.
Meanwhile Google’s dominant position in search naturally makes it the smartphone consumer’s go-to choice — which in turn means there’s a natural incentive for device makers not to ditch Google as the search default. At least for mainstream devices.
But Google’s new European licensing terms for Android appear to be piling additional pressure on OEMs not to switch even for more experimental and/or regional device launches, according to privacy-focused search engine Qwant.
The suggestion is Google’s licensing changes have essentially blocked the launch of an Android device with Qwant search rather than Google as the default.
Pay to install
Its experience suggests Google’s initial ‘remedy’ — far from delivering an “effective end” to the competitive infringements the Commission found — is actively steering OEMs away from search alternatives and rival companies.
Qwant, a French startup, launched its non-tracking search offering back in 2013, and has been on a growth tear on its home turf in recent months — winning over high profile users in the public sector as concern has risen about Silicon Valley’s intrusive grip on user data.
The French National Assembly and the French Ministry of the Armed Forces Minister announced this fall they’d switch to Qwant instead of Google as their default.
Of course the startup is still a minnow compared to Google. But it’s growing: Qwant tracks queries rather than users (given it doesn’t track people), and it says it generated 2.6BN queries in 2016; which grew to 9BN last year; and is now on track to end this year with around 18BN queries.
“So if we think about it that means that last year we were three days of Google; this year six days of Google — not so bad!” says co-founder Eric Leandri.
“In France we have now more than 6% of the market,” he continues. “In Germany something like 2%. And we are still growing. We do growth of 20% by month for the last four months. The growth in our revenue is two digit too, by month.”
Earlier this year it had been hoping to make additional regional marketshare gains by securing a deal to be pre-loaded on Android smartphones destined for European markets. A spokesman tells us it has a framework agreement with Huawei. (The Chinese Android OEM is second only to Samsung in global marketshare terms, according to analysts.)
The Commission’s antitrust ruling opened the door to this possibility, given it banned Google from prohibiting OEMs from launching non-Google approved Android forks. So after the ruling things were looking good for Qwant, with the startup on the cusp of securing a device deal for a few European countries, as Leandri tells it.
He blames Google’s licensing changes for putting the kibosh on a launch they’d been expecting to be able to announce in November. Early that month the startup pinged us to trail forthcoming news — of “a major partnership that will allow us to accelerate in the smartphone market” — only to go silent.
A few weeks later it got in touch again to say it had had to postpone the announcement.
“We are very near to one or two deals to be by default or in the list of search engines in some Android cell phone made by a very large Asian manufacturer… Just for Europe, and just for some countries in Europe but we are talking about 10 million or 20 million of cell phones,” says Leandri now.
“And when we have won the bid against Google in October then Google start to say that in Europe you have to pay $40 for Android. So now if you install Qwant you have to pay $40 and if you install Google they give you some cash.”
“Before it was impossible to bid against Google because Google was blocking everything. Now you can — but now the solution of Google is you have to pay $40 if you don’t install Google by default with Chrome just on the bar. You know the bar that is fixed on Android. And this is again an abuse of their dominant position,” he adds.
“Because if I want, for example, 10 million smartphones, the guy has to pay $400M to Google. Do you really think they will pay $400M to Google just to install Qwant?”
Google’s rebuttal of the Commission’s antitrust finding for Android has focused on claims that its approach of free licensing combined with a bundle of Google services has generally enabled competition to thrive in the mobile app ecosystem, as well as claiming lower prices are a “classic hallmark… of robust competition”.
Yet Qwant’s experience offers a clear counterpoint, underlining how challenging it remains to try to compete with Google’s core search business when the same company also dominates the smartphone market and can just throw the levers of Android’s licensing terms to configure how much ‘appetite’ OEMs have for investing in alternative search defaults (given tiny hardware profit margins in the Android space).
After Qwant won over Huawei to building a device with its search engine in prime position, Leandri says it was Google’s changes to the licensing terms for Android that threw a spanner in the works.
“After that pressure then the manufacturer doesn’t know how to react now,” he says, confirming he believes there’s currently no chance for the device to be launched. Not without further changes to how Android operates in the market — i.e. further regulatory intervention.
“So we will work a lot with the European Commission to stop that,” he adds. “But again, again my question is why Google goes that way?”
We reached out to Google to ask about the fees it would charge an OEM wanting to launch an Android device with Google Play but without Google search as the default in Europe.
We also asked how charging a fee for Android if OEMs don’t also bundle Google services can help increase competition, per the Commission’s intention.
At the time of writing Google had not responded to our questions.
We also reached out to Huawei for comment and will update this story with any response.
Even if Qwant and Huawei get their way, and European buyers in a handful of countries are able to choose to buy an Android device with a little search localization as its differentiating out-of-the-box twist, Leandri isn’t under any illusions that a majority of consumers will still switch back to Google of their own accord — given its dominance of search.
He reckons those who’d stick with a non-Google search choice might be as low as a third or 40%.
But his point is that, as it stands, Qwant doesn’t even have the chance to try competing against the Google Goliath on its own terms. And he argues that’s simply not fair.
“Google has billions to make advertisement to ask people to switch, right. And they can even do advertisement on the Play Store for zero because they control the Play Store. Why they don’t come back to a normal market where we are all on the same line and they just compete with advertisement, with pushing their products, with a better proposition of value. It’s crazy, it’s crazy!” he says.
“They have 95% of the market, and on that market they expect that if they don’t have the search by default there then they don’t do money with the Play Store. This is bullshit. They do billions of euros with the app on the Play Store each year. With the 30% that they take on the apps. So this is not true. This is not true, sorry.
“So right now this is our goal and my main work actually is just to obtain the right to have a fair competition — a simple, fair competition.”
“I don’t want to dismantle Google. I don’t want Google to be fined 10BN. I don’t care. The only thing I want is to have the right to have a fair competition,” he adds.
We asked the European Commission to respond to Qwant’s experience, and for an update on its monitoring of Google’s compliance with the Android antitrust ruling.
A spokeswoman declined to comment on an individual case but we understand the Commission has been sending questionnaires to market players as part of its compliance monitoring.
It’s clear the regulator’s intention with the Android decision was to expand consumer choice by creating opportunities for competition that didn’t exist before — including for rival search and browser providers to be able to compete on the merits with Google when it comes to pre-loading their products on Android devices.
So if the Commission’s monitoring efforts confirm instances where competition is being blocked, as appears the case here with Qwant, further interventions will surely follow.
Leandri also points out that Google made much the same arguments vis-a-vis ‘fair competition’ more than a decade ago — when it called for the then computing incumbent, Microsoft, not to stand in the way of Internet upstarts by bundling MSN search into its Internet Explorer web browser.
“The market favors open choice for search, and companies should compete for users based on the quality of their search services,” said Marissa Mayer in 2006, then Google’s vice president for search products. “We don’t think it’s right for Microsoft to just set the default to MSN. We believe users should choose.”
“I totally agree with what they say in 2006! Just exchange Microsoft for Google and that’s it!” he says now, adding: “We have to fight because there is not a lot of other way. But I stop fighting tomorrow as soon as I have a fair competition.
“I’m not waiting for the Commission to make the competition. Right now the percentage of growth that I have in France it’s not based on the Commission who has won or not. It’s based on our value proposition.”
Leandri is also president of the Open Internet Project, a European organization whose members lobby for regulatory action to rein in what they view as Google’s abusive dominance of digital markets, and which was also involved in the Google Shopping complaints — though he points out that in the Android case three of the five complainants are American.
“We are the only European. So the problem is not only for a small startup in Europe. Who, y’know, complained because ‘Google is so cool’. And we are so dumb. And so ridiculous. But the problem is for Oracle, it’s for the Fair Search. It’s not for kids.”
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Marissa Mayer resigning from Yahoo board as remaining company renames itself Altaba
Despite hiccups, Yahoo’s planned sale to Verizon appears to be moving forward — but some portions of the company will be left behind and renamed Altaba Inc.
Yahoo is hanging on to its 15 percent stake in Alibaba and its 35.5 percent stake in Yahoo Japan, and those assets will survive as an investment company under the new name Altaba Inc., as the rest of Yahoo integrates with Verizon. Read More
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Yahoo’s business tale comes to a totally anticlimactic end
Yahoo made slightly more money than Wall Street expected — and no one cares at this point. The company reported its third-quarter earnings, basically falling a hair above what everyone was looking for on its earnings and in line with revenue. But at this point the company is in the process of getting acquired by Verizon. As such, stock prices and whatnot like that don’t… Read More
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Platform change, the Yahoo-slayer
In 2000, Yahoo was worth $125 billion. In 2008, it rejected a $44 billion buyout from Microsoft. And today it sold to Verizon for $4.83 billion. The lesson here is, if you won the last computing platform and are on the cusp of the next one you’re not built for, you might want to sell the company.
Mobile fell on an unsuspecting Yahoo like a piano on a cartoon villain. It was a web portal. Read More
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Yahoo CEO Marissa Mayer Says Alibaba Spinoff Is Still On Track Despite Potential Tax Risks
Yahoo CEO Marissa Mayer said at the Bloomberg Tech conference in San Francisco today that potential changes in the way its Alibaba spinoff could be taxed would not be an issue as the company continues its proposed spinoff of its Alibaba assets. Yahoo shares fell sharply in May when there were reports that the IRS could change how it might tax spinoffs. That would affect Yahoo’s… Read More
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New Yahoo Mobile Development Suite Seduces App Makers With Analytics, Search, Ads
Today at Yahoo’s first mobile developer conference, the tech giant unveiled its new Yahoo Mobile Development Suite that combines Yahoo App Publishing for monetization, Search In Apps, and App Marketing with its Flurry Analytics acquisition made last year. This is Yahoo’s “ads in dev’s clothing” strategy to convince app makers to buy and host its ads. Flurry now… Read More
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