When most employees love their companies, they share #dreamjob brags on Instagram and work diligently to move up the ladder. Fashion entrepreneur Erin Flynn, though, isn’t like most employees.
When Flynn joined styling startup Cladwell in 2015, dream job hardly encapsulated her deep love for the company’s mission. At the time, Cladwell was helping men and women improve their wardrobes by cutting closet clutter, but investor pressure in earily 2019 put her dream company on the chopping block. Flynn had two options: let the company shutter, or make the riskiest decision of her life.
In August 2019, Flynn and her husband, Colin, bought Cladwell.
“Let me be clear, the idea of buying this company is kind of crazy," Flynn said. "We’re not super wealthy, but I know it’s what I’m supposed to be doing."
Four years ago, Flynn had a closet crammed with clothes. Cincinanti-based Cladwell’s app, which virtually organizes a user’s closet and makes outfit recommendations based on clothes they already own (versus buying new ones), helped Flynn change that. She now feels compelled to help others gain a similar sense of freedom.
“People think that in order to have a closet they love, they have to throw out everything they own and start over, but that’s not true,” she said. “When I was introduced to Cladwell, I realized I could like my clothes by removing the pieces I didn’t wear so I could see what I loved. It was transformational.”
The startup, which started as a Silicon Valley styling app for men, underwent several changes since Flynn joined in 2015. She was brought on to lead the entry into women’s attire, but after several years, the company was struggling to grow and stay in business.
Now, Cladwell is funded via user subscriptions. The platform targets busy working women, providing online personal styling recommendations with a twist. Instead of the stylist making commission off recommended clothing purchases like subscription-box service Stitchfix, Cladwell stylists make recommendations based on what’s already in the user’s closet.
“We’re not in the service of selling more clothes, so this subscription business model works well,” Flynn said.
Since acquiring Cladwell in August, Flynn and her husband have already completed the new website. Their new app will roll out in the next few months.
Under Cladwell’s new direction, Flynn is running the company as CEO while her husband is spearheading operations as COO. Six remote contractors lend their expertise from all over the country.
While the company works entirely remotely, Flynn said she hopes to one day open an office space in Cincinnati.
“This city is perfectly sized, with everything you need and want from a big city,” she said. “When I walk down the street, I feel like I run into everyone, though. I feel like the city’s become part of us."
