Skip to main content

Le Tote Adds Customization to Subscription Service

Le Tote is handing over some of its decision-making responsibilities to its users. The online fashion subscription service announced Thursday it is launching Tote Swap, a program that allows subscribers to decided which five items they want in delivered to them to create a more customized package.

Le Tote CEO and co-founder Rakesh Tondon said, “The functionality we’ve created for Tote Swap essentially changes the way consumers have traditionally seen subscription services by giving them control but still maximizing their access to and discovery of new brands and styles.”

The proprietary algorithm powering Tote Swap displays real-time product inventory to meet the individual subscribers’ preset size and style requirements. Since launching in beta earlier this month, nearly 80 percent of customers have adopted Tote Swap, which the company said shows an overwhelming need for more customization within subscription services. With the new format, subscribers will have 24 hours to confirm whether they want to keep the selected items or swap them for different items ahead of delivery.

Brett Northart, Le Tote president and co-founder, said the company has spent years adjusting its merchandising and refining its operations process to better suit the needs of its customers. “Tote Swap was a natural evolution of our service as we strive to become the true extension of every woman’s closet, while continuing to introduce them to great new brands and styles.”

Le Tote, which received $8.8 million in Series A funding in February. The company carries more than 80,000 pieces of clothing and accessories from more than 80 brands, including French Connection, House of Harlow and Sam Edelman.