Former Sew Repair COO Julie Bornstein is rewriting the e-commerce playbook

Greater than two years after Julie Bornstein–Sew Repair’s former chief working officer–mysteriously left the subscription-based private styling service solely months earlier than its preliminary public providing, she’s taking the wraps off her first impartial enterprise.

Shortly after departing Sew Repair, Bornstein started constructing The Sure, an AI-powered buying platform anticipated to launch within the first half of 2020. She’s teamed up with The Sure co-founder and chief know-how officer Amit Aggarwal, who’s held high-level engineering roles at BloomReach and Groupon, and most lately, served as an entrepreneur-in-residence at Bain Capital Ventures, to “rewrite the structure of e-commerce.”

“That is an concept I’ve been fascinated with since I used to be 10 and spending my weekends on the mall,” Bornstein, whose resume contains chief advertising and marketing officer & chief digital officer at Sephora, vp of e-commerce at City Outfitters, VP of e-commerce at Nordstrom and director of enterprise improvement at Starbucks, tells TechCrunch. “All the businesses I’ve labored at have been very a lot main on this route.”

Popping out of stealth right this moment, the crew at The Sure is readying a beta mode to higher perceive and refine their product. Bornstein and Aggarwal have raised $30 million in enterprise capital funding thus far throughout two financings. The primary, a seed spherical, was co-led by Forerunner Ventures’ Kirsten Inexperienced and NEA’s Tony Florence. The Collection A was led by True Ventures’ Jon Callaghan with participation from current traders. Bornstein declined to reveal the corporate’s valuation.

“AI and machine studying already dominate in lots of verticals, however e-commerce continues to be open for a participant to have a significant impression,” Callaghan stated in an announcement. “Amit is main a crew to construct deep neural networks that legacy methods can not obtain.”

Bornstein and Aggarwal withheld many particulars in regards to the enterprise throughout our dialog. Reasonably, the pair stated the product will communicate for itself when it launches subsequent yr. Along with being an AI-powered buying platform, Bornstein did say The Sure is working immediately with manufacturers and “creating a brand new client buying expertise that helps handle the problem of overwhelm in buying right this moment.”

As for why she determined to go away Sew Repair simply forward of its $120 million IPO, Bornstein stated she had an epiphany.

“I noticed that know-how had modified a lot, in the meantime … the entire framework underlying e-commerce had remained the identical because the late 90s’ after I helped construct Nordstrom.com,” she stated. “If you happen to may rebuild the underlying structure and use right this moment’s know-how, you could possibly truly carry to life a wholly new client expertise for buying.”

The Sure, headquartered in Silicon Valley and New York Metropolis, has additionally introduced on Lisa Inexperienced, the previous head of business, vogue and luxurious at Google, as its senior vp of partnerships, and Taylor Tomasi Hill, whose had stints at Moda Operandi and FortyFiveTen, as its inventive director. Different traders within the enterprise embrace Comcast Ventures and Bain Capital Ventures

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