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Tobi: The Evolution of Online Shopping

Grace Sun, Trench Coat - Price: $546
Plenty by Tracy Reese, Empire Slip Dress - Price: $231
Katharine Sise, Butterfly Necklace - Price: $195

Tobi is building the best online boutique shopping experience. Tobi offers shoppers a complete package found nowhere else online-the personalized one-on-one service you expect from the finest luxury boutiques and your favorite neighborhood shops, a handpicked editorial collection of top brands, a lively and engaging community that encourages participation, and a cutting edge technology platform built from the ground up, designed to enable revolutionary features, unlimited customization, and responsive innovation.

"Tobi's goal is to be the best online boutique," says co-founder Catherine Chow. "We understand customers can find fashion anywhere, but Tobi is a one-stop virtual lifestyle boutique that combines the best selection, honest expertise and new technology to cater to the ever-changing needs of customers wanting to look good and feel good."

On the technical side, the My Tobi interface will allow shoppers to customize their window into the online store. Customers can choose to see just the brands they love. On the fashion side, Tobi's expert stylists will help customers navigate the latest trends and collections to find what works best on them. Whatever your taste or need-designer collections, urban streetwear, eco-friendly fashion, shoes, handbags, beauty products, jewelry-the entire Tobi team is dedicated to helping you develop your personal style, from head to toe.

Once customers determine their preferences, the My Tobi interface immerses them in a custom fitted shopping experience. Customers end up creating their own boutiques and can choose to browse tons of collections, or stick exclusively with a short list of their favorite brands. My Tobi lets customers choose how many virtual shelves and racks they want to look through.

In addition to a comprehensive assortment of men's and women's brands, Tobi is proud to feature a large and growing eco-friendly collection. Eco-Tobi includes apparel, shoes and beauty products. Brands like Edun, Lara Miller, Loomstate and TOMS Shoes share Tobi's genuine concern and commitment to the environment. All Tobi orders will be delivered in eco-friendly packaging, via carbon-free shipping.

Tobi is combining an editorial selection of brands with an editorial content presentation, bringing fashion magazines to life with expertise and features. Customers are invited to create a profile that will save their measurements, brand and style preferences. Tobi stylists will reference this information to provide a very personal, one-on-one level of customer service. In addition to the stylists, Tobi will feature trend reports, lookbooks, and an insider blog with guest appearances from the designers behind the brands. Rachel Comey, Michelle Siwy, and Örjan Andersson of Cheap Monday are all slated to appear.

The Tobi experience is interactive and very social. Customers will be able to upload pictures of them wearing Tobi purchased items, and offer their own styling tips. The Tobi community will become a shoppable fashion hive.

Tobi was the first customer to walk through the doors of founders Catherine Chow and Corina Nurimba's San Francisco boutique, Azalea.

Tobi is built on the belief that the enthusiastic care and honest service Tobi received on her first visit should extend to all customers on each and every visit.

Tobi wants to be the best online boutique, delivering the best online shopping experience to a worldwide audience by merging relevant selection with unmatched customer service, insightful content, personal styling and cutting edge technology.

For more information visit

Seven For All Mankind, Standard Jean - Price: $180, Junk De Luxe, Truman T-Neck Knit - Price: $124

Seven For All Mankind, Standard Jean - Price: $180
Junk De Luxe, Truman T-Neck Knit - Price: $124

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