How to find the hottest fashion bargains online? The founders of RIRARO built a fashion platform to answer this question. Read more about Liya and Diana, their business and their ambitions in this interview.
Hi Liya, we met earlier this year at Gewächshaus, a coworking space in Düsseldorf. It’s good to see you again. You are here today with your friend an co-founder Diana.
May you both introduce yourself, please?
[Liya] Hi, my name is Liya and I am from Russia. My home town is Kazan. After finishing law studies, I moved to Greece and afterwards to Germany. I like sports like volleyball, tennis and several others. My passion is fashion. I am also much interested in technology and innovation. My favourite dish? I couldn’t choose anything particular, I really like a lot of food.
[Diana] Hello, my name is Diana and I am from Bogota, Colombia. I lived in London for six years and moved to Germany four years ago. My biggest hobby is travelling and every few months I try to visit new places. I am into startups and fashion and like meeting new people. My favourite dish is Melanzane a la Parmigiana.
What are you working on?
[Liya] We are both cofounders of RIRARO. I am responsible for content, fashion edits and social media. I handpick the best fashion items on sale and create fashion edits.
[Diana] My responsibility is marketing and PR. I build the relationships with retailers and brands and make sure that we have incredible brands on our site. I am always looking for new partnerships and ways to promote RIRARO.
We also have a third cofounder, Ioannis. He is our technical genius, he manages all the IT aspects of our website. He is obsessed with fixing bugs not bags.
What is Riraro about?
RIRARO is a user-friendly and minimalistic platform, where we showcase in one place all the fashion brands that are on sale. Our fashion editors monitor hundreds of websites, handpick the most desired items on sale and create fashion edits for our customers. That is a series of curated styles, for example denim editions, bomber jacket specials, sneakers under 50 euros, to name a few. This way our customers can purchase items that would very often be unaffordable at the normal price. With us they can be sure to find something at a fraction of the original price.
What is your USP? What is your critical success factor?
We understand that shopping on sale can be overwhelming, that is why we want to make the experience stress free and enjoyable for our customers. They don’t need to sign up to hundreds of emails anymore or try to buy on sale when the best pieces are already taken. We are experts and are passionate about finding the best offers and discounts, we do the work for them.
Our success factor is that we put together all the fashion sale pieces from different brands and retailers in one place, so our customers can find the best deals on the web for everything related to fashion.
Where are you heading? What is your vision?
We are aiming to be the number one destination to find everything related to fashion discounts and offers, from luxury to mass market brands.
How did you get the idea for RIRARO? When did you decide to build a fashion platform?
[Liya] In the past I often bought great quality items at a fraction of the original price. For example, one of my most beloved fashion items is a Prada winter jacket which normally costs 1.500 euros and I bought it for 350 euros. I have had it for many years and it’s in perfect condition. My friends would often ask me where did I buy it and they will be always shocked to know the big discounts I managed to find. But my friends didn’t have the time or the knowledge to know where and when to buy on sale. That’s when the idea for RIRARO started forming.
[Diana] I knew that in order to find the best deals, I would have to sacrifice time and effort. Signing up to a lot emails to know when my favorite brands go on sale was hard to track. But I really wanted to buy quality items at incredible sale prices. So with this in mind we realized that there was a gap in the market and no solution available, so we decided to do something about it.
What was the biggest challenge in the process of building your business? How did you deal with it?
The biggest challenge has been to learn to stay focused. We have many ideas for RIRARO and believe that it has a big potential, so we wanted to implement a lot of features from the beginning. However, with the resources we have we decided to focus on our core product.
In which phase are you currently? What is important and which activities are going on?
We are in the product-market-fit stage and continuously testing and optimizing our website to make sure that we fulfill our customers’ needs and solve their “pains”. We are understanding their user behavior and getting feedback. As a first result we just released the second version of our product in which we focus more on showcasing fashion edits instead of focusing so much on the brands. Check it out!
Is RIRARO looking for anything?
We are looking for more fashion editors to represent the different fashion styles and to grow a social following. We are also trying to find passionate developers because we have a highly technical product.
What do you like most about your work?
The best thing is that working doesn’t really feel like working. We love finding amazing sales items online for our customers and of course for ourselves, too. We feel very grateful and fulfilled when our customers share their positive experience with us.
Liya, Diana, thank you very much so far. Your service is awesome and I really enjoy checking out your fashion bargains. I wish you all the best!
The interview will be continued in the StartupTrend Newsletter. Sign up for it now in the form below and you will get answers from Liya and Diana to the following questions:
Do you have any special tips?
- …for business development in general?
- … to stay mentally and/or physically balanced?
- … to stay happy and content?
- … to stay motivated?
- … to achieve your goals?
- … to deal with difficult phases and doubts?
- … to be highly productive?
- … to handle your work load?
- … to be better organized?
If you were to give some key advice to other founders or potential founders, what would it be?
The interview took place on October 11th, 2016, in Düsseldorf.
Pictures: Helge Sieberichs
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