HauteLook Inc. is putting a focus on footwear.
The flash-sale Web company, which was purchased last month by Nordstrom Inc., hosted a preview of its new membership site, Solesociety.com, in New York on Wednesday. The shoe website soft launched earlier this month.
Registration for Sole Society is free, and members are asked to complete a style quiz upon joining. Each month, they will be offered six to 12 footwear looks under the Marco Santi name, an exclusive line produced by the Camuto Group. The styles, including low heels, pumps, wedges and booties, will retail for $50 each, and users can pick as many items as they want.
Nina Tooley, director of marketing for Solesociety.com, said footwear is a strong category on HauteLook, prompting the company to branch out. And since the soft launch, Sole Society already has more than 100,000 members.
Later this year, the website will roll out an integrated marketing campaign and focus on social media efforts.