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Amid the increased speculation surrounding Silicon Valley angel Pinterest’s accessible acquirement model, adversary Fancy, a amusing photo-clipping account accepted amid the style-conscious set, has been agilely alive on acquirement account of its own. Previously, the account was doling out advertisement cipher to users who “fancy’d” images acceptance to specific merchants, but today, the armpit is diving head-first into amusing commerce.

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Starting now, Fancy users will not alone be able to post, like (“fancy”) and allotment photos of things they acquisition inspiring, they’ll additionally be able to acquirement them anon on Fancy’s website itself.

Fancy is generally lumped into the aforementioned class as added photo-pinning startups like Pinterest, which gets acclaim for accepting invented the amplitude admitting Tumblr’s arch alpha in popularizing the angel re-posting format. But Fancy, its anatomic similarities notwithstanding, is no Pinterest .

For starters, Pinterest users are predominantly female, and assume happiest back pinning things like ability projects, recipes, funny quips about parenting, motivational sayings, adorning items for the home, and added types of accurate inspiration. Meanwhile, Fancy’s users are currently 60 percent male, and are added generally announcement customer appurtenances of the Fab.com variety; high-fashion clothes and accessories and photos of alien locales.

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“We’re absolutely focused on the business angle, and I anticipate altered sites may be focused on self-expression,” Fancy CEO Joe Einhorn tells us, anecdotic how Fancy is altered in the photo re-posting space. “We’ve accountable our advance to be laser-focused on commerce, and that’s alive for us in agreement of the affection that’s on the site,” he explains.

Though abundant abate than Pinterest’s 10 actor users, Fancy’s 250,000 registered users fancy’d over 1 actor articles aftermost anniversary from the web, adaptable and book combined, and 150,000 of those were fancy’d yesterday. Every day, about 100,000 to 200,000 altered visitors are browsing, favoriting, and administration the site’s photos. Starting now, they’ll be able to buy what they see, too, afterwards abrogation the website.

Fancy, whose ancestor aggregation is thingsd, already has some absorbing supporters (hello, Kanye), as able-bodied as lath associates like Jack Dorsey (Twitter, Square), Chris Hughes (Facebook), Jim Pallotta, and LeRoy Kim (partner at Allen & Co.).

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The startup’s broker agency additionally includes top VCs Marc Andreessen and Ben Horowitz, Allen & Co., General Catalyst, Esther Dyson, Celtics buyer Jim Pallotta, MTV architect Bob Pittman, above eBay COO Maynard Webb, Eric Eisner, Jeff Samberg, oh, and Ashton Kutcher.

But Fancy’s advance broker in its latest $10 actor annular comes from an abrupt antecedent from alfresco the Valley: PPR, the $25 billion French close run by Francois Henri-Pinault which owns some of the better appearance brands in the world, including Gucci, Bottega Veneta, Yves Saint Laurent and Balenciaga.

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With advice from Mr. Pinault, Fancy has been advancing to booty its aing footfall into acquirement bearing with the barrage of a complete business marketplace.

“The way that business works up until today is that buyers buy articles and acquaint barter what we’re accustomed to buy, how abundant it costs and how to buy it. We appetite to about-face business on its head,” explains Einhorn. “Merchants and brands will be able to appear into any column and bid to advertise adjoin the appeal appropriate there.”

At launch, merchants and brands will be able to use a self-serve business belvedere to upload their own images and associated deals, or they can tap into the appeal for their articles generated by the site. Fancy’s users will now be able to “shop” the images. Instead of beat through to an alien website, they will be presented with the advantage to acquirement the account in catechism (or in the case of alien scenes, a auberge room, perhaps) from Fancy itself.

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After the absolute checkout action takes abode on Fancy, the armpit again sends orders to the merchants. Application Fancy’s online tools, merchants can accomplish those orders, and alike book UPS aircraft labels, if charge be.

For now, the arrangement is first-come, aboriginal serve, with the aboriginal merchant to affirmation a column as the alone one who can advertise adjoin it (after a ablaze vetting process). But in the future, the armpit will abutment a Google-like behest system, except instead of keywords, merchants will be behest on the appeal surrounding users’ abrupt postings.

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“And it ability not be their exact product,” Einhorn notes, “…but they appetite to advertise adjoin it the aforementioned way they do on Google.”

The accepted amusing business archetypal on Fancy, which involves alms advertisement codes, will additionally still be available, Einhorn says, as the account aims to be an end-to-end band-aid for merchants and brands. There are 400 altered merchants already application this action now, to the tune of 150,000 deals awash to date – abstracts that adumbration at the abeyant for this new, added able-bodied amusing business system.

The business belvedere is accessible as of this morning on Fancy’s homepage and will access on all adaptable platforms over the aing anniversary or two.

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