The site hopes to capitalise on the growing popularity of celebrity-curated social shopping sites in the
Marc Mayor, the Swiss Internet entrepreneur who was previously European managing director at MySpace, chairs Tothetops.com.
Despite the plethora of voices across social media channels, Mayor believes that consumers are actively seeking out true experts. Tothetops.com has lined up a range of experts including fashion blogger Bip Ling, skincare expert Liz Earl and football expert Patrick Vieira.
Mayor believes that curation is key to success on ecommerce channels. He said: "If consumers have 100 different choices then the risk is they make no choice and it is impossible for individual brands to stand out."
Shoppers will be able to sign up and follow their selected experts, who will act as their personal shopper, sharing new product discoveries and their personal experiences of brands.
According to Mayor, the curated approach empowers consumers to no longer feel they need a brand or logo to feel secure about a purchase, or trying a new product.
He said: "The validation comes from the experts and the story of the brand. If you go to a physical store you can see and touch a shoe but online you can do a much better job with the storytelling of what makes the product so special."
The site aims to bring niche brands to a bigger audience and capitalises on the emerging role of the web in bringing niche brands directly to consumers.
"You no longer have to depend on the high street to get niche products to consumers. Consumers and brand creators increasingly have more power and autonomy to bypass the mass market," added Mayor.
Two 25-year-old graduates – Vincent Redrado and Maxime Guillaud – founded Tothetops.com. Investors include executives from PrinceMinister and VentePrivee.