When it comes to luxury, “Made in Italy” is often the gold standard. It’s this standard that online clothing startup Rossi & Rei hopes to attach to its goods—without the inflated price tag. But can the company disrupt established luxury players?

Touted as the “Etsy for luxury,” Rossi & Rei sells products directly from independent artisans who typically manufacture products for luxury brands, similar to shoe startup M.Gemi. The trend reflects how luxury, like other sectors, is moving online. As many as 70% of luxury purchases are influenced by online interactions, and that number continues to rise as more millennial shoppers enter the marketplace, according to Gartner L2’s Digital IQ Index: Fashion US.

Yet luxury brands have had a slow digital start, specifically when it comes to suiting up sites with customization features, something luxury shoppers are willing to spend more on in order to stand out. Only 34% of brands provide any customization options, and less than half of those brands make these options available. In contrast, Rossi & Rei weaves customization features into its site, allowing users to tweak colors and metals to their liking.

The digital luxury landscape is certainly in bloom, but it’s missing a few pieces for the shopper who wants high quality items for an affordable price. Rossi & Rei’s focus on high-end goods and online customization with the elimination of the middleman might just be the answer to this lapse in luxury.

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