Online stores have taught us buy clothes without trying. Now comes the next step: buy without seeing her.

It is what gives the US company MM.LaFleur. In its online store you intend to answer a series of questions. Based on your answers you send a box they call Bento Box. Like boxes of Japanese takeaways containing 5 different dishes, this box contains 5 different sets clothing, including accessories. You can try everything in your house, return what you do not like and stick with what we do. It is not a subscription service and pay only clothes you stay, both the sending and return are free.(

It seems a doomed idea. How many women buy clothes without seeing it? Especially because the clothes they sell is not exactly cheap, MM.LaFleur gown can cost about 200 €. The answer is not a few. One of his clothes, the model called Tory, came to have a waiting list of 1,600 people and the first pants that went on sale sold out in just 2 hours.

How is possible?

Mm Founders

There are three factors that explain it, one for each founder, since the company was created by three American girls.

The first, Sarah LaFleur, which had the idea, provided a very precise target audience and a deep understanding of their needs definition. LaFleur worked for several years in the business world, in private banking and management consulting. One problem I had was the elementary lack of time for shopping the traditional way, walking from store to store, trying on clothes, trying to create a coherent closet and quality, as demanded their work. Shopping online also seemed a good solution: what came in the mail rarely looked good and the time spent searching, asking, try and return at the end was not minor.

Hence the idea arose: to create a fashion company for women who do not need to look cool. Your customers need clothing that fits properly, cutting and impeccable quality and discrete colors.

The second of the founders comes from the world of fashion. Miyako Nakamura was design director at Zac Posen. In MM.LaFleur their role is no longer guess or create trends. Its task is to design a line of dresses, blouses and appropriate for the business world, with quality materials and fit a variety of bodies skirts, not just those of the models. Instead of creating new models every three to four months Nakamura is dedicated to retouch and improve the models they already have. Sarah dress, for example, has been redesigned 5 times based on the comments received. Yes, it is a fashion company that collects opinions about their products and changes depending on what your customers say.

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The third on the team is Narie Foster, responsible for creating the shopping experience that means zero downtime and zero hassles. Analyzing the problem decided they had two ways: trying to bring online shopping experience to the real world or eliminate it altogether. Taking into account the characteristics of your target audience, they decided that the right choice is the latter. The starting point is the online questionnaire that takes about 5 minutes, in which they ask you questions about your size, obviously, but also about the style of clothing worn at work, if you wear earrings or price per piece you're willing to pay. Based on your answers stylists company up to 5 sets that also include accessories (hence the question earrings) and send you your Bento Box. If you like the experience, you can continue ordering boxes-surprise or buy clothes separately from the online store.(

This way to sell not only helps to save time for customers. It also allows the company to present two strengths of the product impossible to show online: impeccable cut and quality of the garments.


Aesthetically, the company's goal is to create work clothes for business women, a garment without being boring, does not distract the attention of the woman who wears it. In other words, it is a fashion company that makes fashion. As Sarah LaFleur says, what women have achieved today is impressive, so your clothes can be the least interesting of you.