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Everett Graves of Tells Us How the Startup is Changing Online Shopping for the Better

kokou adzo



Everett Graves

First of all, how are you and your family doing in these COVID-19 times? 

Everett Graves: We’re doing well. This time has allowed us to slow down and focus on the things that matter in life. 

Tell us about you, your career, how you founded

Everett Graves: began as an economics project at CU Boulder. When we realized we had stumbled upon an idea with a lot of potentials (and some strong encouragement from successful startup founders), we realized it was something we had to pursue full time. You only get so many chances to take big swings in your life… this was one of those chances.

How does innovate? 

Everett Graves: innovates by seeking to bring efficiency to the very inefficient retail world, specifically in the online retail of high-quality, reputable brands. We exist to help retailers maximize margin + revenue, uphold established brand equity, and deliver good prices to consumers on the world’s top brands. Our exciting startup is building a better way for brands, retailers, and consumers alike to do business in casual luxury brands. 

How the coronavirus pandemic affects your business, and how are you coping?

Everett Graves: It hasn’t been easy. When we realized how serious the pandemic was going to be in the US, we quickly moved our operations and employees to become 100% remote. During these stressful times, we began to see even more growth and opportunity in our marketplace… this luxury happened by luck and certainly hasn’t been the same fortune handed to the vast majority of business in the US. We’ve taken this opportunity and have run with it, improving every step of our business and truly believe we are on the precipice of something incredible. If you haven’t heard of yet — you soon will. 

Did you have to make difficult choices, and what are the lessons learned?

Everett Graves: Throughout the young company’s history, we have kept things lean. Keeping our burn rate as low as possible for so long has trained us in how to get more value from every experience. Fortunately, this allowed us to avoid making any drastic decisions, pay cuts, or lay-offs. It’s just been about keeping our heads down and focusing on our goals internally and taking care of the team who has worked so hard to get us to where we are today. 

How do you deal with stress and anxiety? How do you project yourself and in the future?

Everett Graves: I think this goes back to my previous answer — it’s about focusing on us and our goals. This helps us stay present and grounded. We encourage our team to take the time they need for themselves and their families. Times are stressful and weighing, no doubt. We need to take the time to check in with ourselves and with others. Meeting our needs as individuals and helping those around us comes first. I firmly believe that it’s the people at that has gotten us to where we are today and that it’s my responsibility to enable these people to relieve stress and anxiety. My door (or phone during COVID times) is always open as I continue to search for ways to improve as a CEO and founder. 

Who are your competitors? And how do you plan to stay in the game?

Everett Graves: There are always the big boys (Amazon, Target, Walmart), but we’re doing something so unique that we don’t necessarily need to beat these giants to find success and ways to help brands, consumers, and retailers. We’ll stay in the game by focusing on innovation, efficiency, and simplicity. 

Your final thoughts?

Everett Graves: Thanks for taking the time to read. If you are a brand or retailer facing inventory and MAP pricing problems, please email me at And if you’re an online shopper, come check us out. We’ll give you $10 off your first order.

Your website? 

Kokou Adzo is the editor and author of He is passionate about business and tech, and brings you the latest Startup news and information. He graduated from university of Siena (Italy) and Rennes (France) in Communications and Political Science with a Master's Degree. He manages the editorial operations at

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