Ben Fischman knew there was more to baseball caps than hat hair when he founded Lids. He realized the online frenzy “flash sales” for deeply discounted designer goods could create when he launched Rue La La. And now he’s tapping into women’s well-documented obsession for premium footwear with M.Gemi, a direct-to-consumer e-commerce business specializing in handcrafted, luxury footwear made in Italy at affordable prices.
“We saw a void in the footwear market—women crave gorgeous, high quality products but they realize that prices have become astronomical and they like to shop sensibly,” Fischman said. “We believe we have identified a category for which the customer has an insatiable appetite and we are providing an outlet for that. We felt it was the right time to offer women high quality product at accessible price points.”
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