Touch Of Modern Creates Curated Shopping Destination For Men

The behaviors and preferences of the male shopper has changed exponentially over the past decade. Once stereotyped as of someone who loathed shopping, the modern man now covets immersive brand experiences and unique products that align with their individual lifestyles.

The rapid growth of Touch of Modern, an online pureplay retailer focusing on engaging and selling to the new male shopper, verifies this shift.

Since its inception in 2012, the eTailer has generated more than $100 million in revenue and $17 million in funding from key investors such as FLOODGATE, Hillsven Capital, Lucas Venture Group and Silicon Valley Bank. Year over year, Touch of Modern also has experienced 150% growth.


Consumers’ exceptionally positive response to Touch of Modern can be attributed to its core value proposition. The company has developed a curated, online shopping destination that it designed to help men discover new products and brands. And the San Francisco-based company’s assortment is vast, featuring up to 5,000 unique brands across home décor, art, accessories, apparel and even tree tents.

“Around the time of our founding, a lot of e-Commerce companies were popping up, but we noticed that there was a huge gap in the market,” said Jerry Hum, Touch of Modern’s Co-Founder and CEO. “All of these companies were offering the same thing and weren’t serving people like us.”

Three years later and an extensive focus on customer acquisition, Touch of Modern has established a thriving community of more than seven million subscribers.

“We’ve been extremely effective at acquisition because we’re not offering the same value proposition as everyone else,” Hum noted. “A lot of sites follow our model, but they’re pushing deep discounts for designer goods. We’re focused on offering unique products every day; something our consumers haven’t seen before.”

Connecting With The Male Hobbyist

Currently, 75% of Touch of Modern’s subscriber base is male. These consumers tap into the site on a daily basis to see the latest products and sales, and approximately two-thirds of consumers make purchases on their mobile devices.

“We noticed that the experience men and women want while shopping is extremely different,” Hum explained. “Men tend to be more mobile and shop online more. Even though women control 85% of household spending, men control 42% of all online shopping.”

Based on Touch of Modern’s analysis, men also favor apps. Although the eTailer has developed both mobile-optimized sites and apps, “most people prefer the app experience over the browser,” according to Hum.

Beyond its focus on product variety and mobile optimization, what sets Touch of Modern apart? To Hum, its the company’s team of 30 buyers, which focuses on building relationships with cutting-edge brands and curating sales based on key lifestyle trends.

“At the end of the day, men really want expertise,” Hum advised. “They’re hobbyists and enthusiasts, whether they’re interested in rock climbing or riding motorcycles. So when we curate our products it’s important that we look into these communities and ask: Is this something they would care about or want to buy?”

Continuing on its swift profitability path, Hum and the Touch of Modern team are focused on building up brand partnerships and preparing for the holiday season.





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