NEW YORK, March 4 /PRNewswire/ -- PlumWillow (www.PlumWillow.com) is building a social shopping site that will empower its members to shop together with friends, make wardrobe choices from multiple brands, design their own outfits, customize an avatar and share these choices through their social networks.  The site is aimed at teens who have outgrown the various online dress up games and are frustrated with today's online shopping experience.

PlumWillow CEO Scott Stone is a third generation entrepreneur with 30 years of retail and wholesale fashion experience.  According to Mr. Stone, "95% of apparel bought today by teens is purchased from stores, in large part, that's because the online shopping experience today is like the mall was 30 years ago boring."  Unlike the 'buy and 'bye' experience seen in many commerce sites, the PlumWillow site will have features that engage the member and their friends.

Co-founder Laurie Densen is a former teacher and product manager at Whyville.net, a tween virtual world, and co-founder Eric Benari is leading the development effort.

PlumWillow's seed funding was led by Crossbar Capital, whose Managing Partner Charlie Federman serves as PlumWillow's Chairman.

SOURCE PlumWillow

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