Reese Witherspoon
Photograph by Rob Latour — Invision/AP
By Laura Dunn
May 12, 2015

Last week, actress Reese Witherspoon announced her latest project. No, not a rom-com or an Oscar-bait biopic. Instead, Witherspoon is getting into the retail business with an online store called Draper James.

Of course, Witherspoon isn’t the first celebrity to attempt to parlay her famous name into a lifestyle brand. So, how does her site compare with the ones fronted by Gwyneth Paltrow, Blake Lively and the grande dame of genre, Martha Stewart? Read on for Fortune’s breakdown.

Draper James

Celebrity founder: Actress Reese Witherspoon

Launched: May 2015

What it is: A distinctly Southern-flavored site selling clothes, jewelry, housewares and odds and ends like embroidered cocktail napkins and “Hello Sugar” greeting cards.

Target customer: A super-feminine woman with a hankering for gingham and floral prints, charm bracelets and monogrammed…well, everything.

Business plan: Witherspoon is a majority shareholder in the brand, according to WWD. Andrea Hyde, a former president at now-defunct retailer C. Wonder, is the company’s CEO. For now, the brand is online only, though a 3,000-square-foot Draper James store is slated to open this fall in Nashville.

The merch: Prices range from around $25 for a charm to $400 for a sterling silver bowl (in the shape of a magnolia, of course). Witherspoon says 40% of the merchandise is made in the South.

Reese says: “One of our tenets is ‘unapologetically pretty.’ Like, what’s wrong with being pretty?”

 

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