Overview
Touch of Modern, also known as ToMo, is a US members-only online store and app for men, featuring design-led lifestyle products, fashion, accessories, gadgets, home goods and watches through limited-time sales. It has historically worked with thousands of vendors that supply products for its daily sales events. For a design-led or men's lifestyle brand, Touch of Modern has been a niche discovery channel in the US, but its current situation should be checked before committing.
Who is behind Touch of Modern
Touch of Modern was founded in 2012 by Dennis Liu, Jonathan Wu, Steven Ou and Jerry Hum, after two earlier pivots. It is based in the San Francisco Bay Area and raised around USD 19.5 million in total. It grew quickly: by 2015 it had more than 7 million registered members, about 75% of them men, and had done close to USD 100 million in sales. It said it released about 250 new products a day and worked with about 5,000 vendors, and it also developed its own private-label brands. Public records indicate that the assets of ToMo Inc. were later sold to its secured lender through a credit bid, so its ownership has changed.
How Touch of Modern works
- Limited-time sales. Products are featured in themed, time-limited sales to members.
- Curation. Touch of Modern focuses on design-led and interesting products that appeal to men, from furniture and outdoor gear to watches and gadgets.
- Mobile first. Most shopping happens through its app.
- Vendors supply products for sales events, often with exclusive or limited quantities.
What a brand should think about
- Current status and terms, given the change in ownership.
- Brand positioning, since flash sales involve discounts.
- US fulfilment and stock planning for sales events.
Why Touch of Modern matters for brands
Touch of Modern built a large audience of men who like discovering new products. For the right brands, it can create quick visibility and sales, but brands should confirm how the platform operates today.
How eBrands looks at Touch of Modern
eBrands works with brands on marketplaces and retail channels across Europe and North America. If you want to see whether Touch of Modern fits your US plans, we are happy to talk it through.
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