StyleMint launches in UK

Mary-Kate and Ashley Olsen’s affordable casual womenswear line StyleMint is now available in the UK exclusively to StylistPick.

The actresses-turned-fashion designers, whose luxury label The Row picked up the Womenswear Designer of the Year Award at the CFDA Awards, added StyleMint comprising of affordable jersey pieces to their fashion empire last year in the US. The line sits alongside its other labels Elizabeth and James, Textile Elizabeth and James and Olsenboye.

StyleMint, the brainchild of the Olsen twins and US entrepreneurs Josh Berman and Diego Berdakin, is very similar to StylistPick as it requires shoppers to undertake a quiz to establish their style preferences.

The Olsen’s line is the latest addition to StylistPick’s new look, which recently expanded its product range to include clothing, accessories such as sunglasses, as well as altering its price points as it moves away from being a members-only fashion retailer.

The shake-up is part of StylistPick’s expansion strategy, which includes plans to scale-up in the UK, as well as move into Europe. The company received a funding injection of £7m in February and since then it has launched into France, and will be added Spain in July, with further territories to follow.

The addition of StyleMint, which hasn’t been available in the UK, is a big catch for StylistPick and the collection which starts at £15 for a t-shirt, will sit alongside its footwear and accessory collections designed by Cheryl Cole and Louise Roe.