The Yes founder Julie Bornstein on building an 'industry-changing' retail platform

If you count its unintentional year in beta, The Yes is just eight months old.

Retail veteran Julie Bornstein planned to launch the fashion e-commerce platform, which she describes as "a new way to shop," in March 2020 -- but then Covid-19 hit. So, she waited two months and introduced the company in May, just before George Floyd was killed and "the world got even more complicated." As with companies across categories, the plan- and priority-shifting news The Yes faced in the year, and the following year, didn't stop there.

"We operated in what felt like a beta timeframe," Bornstein said on the latest Glossy Podcast. "We ended up using that year to just improve the experience, onboard more brands, learn [what] our users liked and improve so many things. We decided we needed to launch web, [in addition to an app], which we did."

The Yes's big differentiator among fashion marketplaces is the personalized experience it provides shoppers, largely based on individual products they like or dislike via a voluntary click of "Yes" or "No." Bornstein realized the potential for such a platform while holding C-suite positions at Stitch Fix (COO) and Sephora (CMO and chief digital officer). 

It's worth noting that The Yes rolled out a rewards program dubbed "Yes Funds" on Tuesday, which Bornstein teased during the mid-December podcast recording: "I helped launch Beauty Insider at Sephora, so I'm a big fan of interesting programs that reward your best customer," she said.