Los Angeles Business Journal

Tapiture, a Men’s Shopping Site, Seeks to Broaden Appeal

By Melissah Yang Tuesday, July 15, 2014

With top sellers like beard maintenance kits and skull-shaped ice cube molds, Tapiture has no doubt who its customers are and what they want to buy.

But the social sharing and e-commerce site is trying to shed the gender-specific image that comes with being dubbed the “Pinterest for Men.”

“The whole ‘Pinterest for Men’ was something the media picked up in our very early days,” said John Ellis, its chief executive. “We know we appeal to the male audience, and we consider that an underserved market right now, but we don’t like the term only because it seems exclusionary to women.”

Tapiture was launched in 2012 out of Resignation Media’s men’s humor site, theCHIVE.com, and has since become its own independent company. Ellis said the company never intended to offer products exclusive to men, and including more female-oriented products would be a natural evolution.

Women now make up 30 percent of its users; its most shared posts among men and women – aspirational quotes, humor and art décor – are typically gender neutral.

But men’s apparel continues to dominate as the site’s largest monetization source, making up 40 percent of the company’s revenue. Tapiture has yet to sell women’s apparel.

Eliott Khodari, who sells men’s clothing on Tapiture under the PX and Distortion lines, welcomed opening the site to include more women and didn’t think it would alienate existing users and merchants.

“I see it as more of an opportunity,” Khodari said. “The more exposure they get, the better it is for me.”

Male or female, Tapiture users have helped the company hit 7 million unique visitors and 100 million page views last month. The company also completed a $2.25 million seed round in February, which was led by West Los Angeles capital venture firm Jump Investors.

Staff reporter Melissah Yang can be reached at MYang@labusinessjournal.com. Follow her on Twitter @MelissahYang for the latest in L.A. tech news.