Oh You Fancy Huh?
Earlier today, New York City startup The Fancy* emailed Betabeat to let us know that “One of our favorite users stopped by the office today .” Oh, yes we’d noticed. And retweeted.
We’ve documented Kanye West’s interest in The Fancy–a fast-growing startup that turns posted photos into a consumerist’s dream–before. But what exactly was Yeezy doing palling around the office?
With more than 11 million users Pinterest is the current King Kong of sites featuring curated collections of images of doilies and Quaker-style furniture (among many other things). The Fancy may have trumped Pinterest in one respect–businesses can profit directly from items posted on the site. This differs from the current model used by Pinterest which monetizes content through affiliate links:
Merchants need to claim items already posted on the Fancy site in order to sell there. Right now, the startup will only accept one merchant per item. Eventually, like Google, it will list many merchants who sell an item. If no merchant claims an item, users still need to travel to a third-party site in order to make the purchase.
Joe Einhorn launched The Fancy in 2011. High profile backers include Ashton Kutcher and Twitter’s Jack Dorsey sits on its board. Until today, though, it was a lesser-known Pinterest competitor and like that site unprofitable. Business Insider, however, says The Fancy’s users are “highly engaged” and the site is more “male-focused” than Pinterest.