Affordable Chic® NYC

What Affordable Chic® NYC does

Affordable Chic® NYC is a privately held, founder-operated direct-to-consumer women's fashion retailer headquartered in New York City. The company was founded in 2018 by Marialuisa Garito, who curates a catalog of approximately 86 products across categories including dresses, jumpsuits, tops, sweaters, pants, skirts, outerwear, matching sets, plus-size apparel, accessories, and travel-friendly "Chic to Go!" bags — all priced under $100. The company has registered the "Affordable Chic®" trademark and sources from independent labels worldwide, with emphasis on timeless, classically styled garments rather than trend-driven fast fashion.

The business operates on a Shopify-powered e-commerce storefront supplemented by a physical showroom/boutique at 224 West 79 Street in Manhattan (Studio 79), open seven days a week. Its technology stack is intentionally lean: Shopify for storefront, checkout, and order management, Google Analytics for customer-behavior tracking, and nine third-party payment processors (including Apple Pay, Shop Pay, PayPal, Visa, Mastercard, and others). Distribution spans domestic US shipping (1–3 day free shipping over $100) plus international shipping to Canada and Europe. There is no disclosed use of AI/ML tooling.

The revenue model is straightforward one-time retail transactions through both the DTC website and the physical boutique, supplemented by e-gift cards. Pricing is unit-based with no subscription or membership tiers. The customer base is long-tail and fragmented — primarily style-conscious women seeking curated, quality clothing at accessible price points — with no evidence of any institutional, enterprise, or recurring commercial customers. Operating scale is small, with six total employees and no external funding rounds disclosed.

Name

Affordable Chic® NYC

Legal name

Affordable Chic LLC

Website

https://affordablechic.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Affordable Chic® NYC is a Shopify-powered DTC women's fashion retailer and Manhattan boutique (Studio 79) founded in 2018 by Marialuisa Garito, curating ~86 pieces of timeless, independently sourced apparel and accessories — all priced under $100 — for style-conscious women across the US, Canada, and Europe.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Supply Chain, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Direct Product Sales: One-time retail sales of curated women's clothing and accessories through their e-commerce platform and physical NYC boutique. All products are priced under $100, with categories including dresses, jumpsuits, tops, sweaters, pants, skirts, outerwear, matching sets, plus size items, accessories, and bags.
2. Gift Cards: E-gift cards sold through the website starting at $10, providing flexible gifting options for customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Affordable Chic is a New York City-based women's fashion boutique that curates and sells classically styled clothing and accessories from independent labels worldwide, with every item priced under $100. The assortment spans dresses, jumpsuits, tops, sweaters, pants, skirts, outerwear, matching sets, plus-size options, accessories, bags, and e-gift cards, distributed through a Shopify online store and a physical Upper West Side showroom.

Product overview

Affordable Chic is a New York City-based online and physical boutique specializing in curated, high-quality women's clothing with all items priced under $100. The company offers a diverse portfolio of fashion products organized across multiple core categories including Dresses, Jumpsuits, Tops, Sweaters, Pants, Skirts, Outerwear/Jackets, Matching Sets/Outfits, and Plus Size options. The product line extends to Accessories and Jewelry, Chic to Go! Bags, and E-Gift Cards. Founded by Marialuisa Garito, the boutique curates pieces from independent labels globally and sells exclusively through its e-commerce platform and NYC showroom. Notable featured products include the Midnight Sparkle Skirt ($65), The Emerald Shimmer Wrap Dress ($99), The Dark Red Sequin Skirt ($85), A-Line Button-Front Skirt with Belt ($90), Bordeaux Corduroy Jumpsuit with Belt ($95), and various sweaters ranging from $50-$75. The store operates 1-3 day free shipping on qualifying orders and offers free returns within 30 days.

Differentiator

Problem solved

Functional benefit

Products and services

• Dresses Curated collection of women's dresses in midi, maxi, cocktail, and formal styles, priced under $100 and available through the e-commerce store and NYC showroom.
• Jumpsuits Full-body one-piece women's garments including corduroy and casual jumpsuit styles, sold under the under-$100 price cap.
• Tops Blouses, shirts, and knit tops for women, curated as part of the under-$100 assortment.
• Sweaters Knitted and woven women's sweaters including cable knit, cozy knit, and wool varieties, priced under $100.
• Pants Women's pants in wide-leg, tailored, linen, and statement styles, all priced under $100.
• Skirts Women's A-line, midi, maxi, pleated, and sequin skirts for day and evening wear, all under $100.
• Outerwear and Jackets Women's coats, jackets, blazers, and kimono jackets sold under the under-$100 price cap.
• Matching Sets / Outfits Coordinated two-piece women's outfits and matching sets sold together under $100.
• Plus Size Collection Extended-size women's clothing including dresses, tops, sweaters, and skirts, priced under $100.
• Accessories and Jewelry Women's fashion accessories including belts, jewelry, and shoe accessories, all under $100.
• Chic to Go! Bags Travel-friendly women's bags and accessories sold as a dedicated collection under $100.
• E-Gift Card Digital gift cards available in denominations starting at $10, redeemable on the Affordable Chic online store.
• Studio 79 NYC Boutique / Showroom In-person shopping experience at the company's physical boutique at 224 West 79 Street, New York, NY 10024, open Mon–Fri 10am–5:30pm, Saturday 12pm–5:30pm, Sunday 12pm–5pm.

Quantifiable outcome

• 86+ products across multiple categories available at consistent under-$100 pricing

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• ShopifycoreTechnology or IntegrationShopify powers the Affordable Chic online e-commerce platform, providing the infrastructure for product listings, shopping cart, checkout, payment processing, and order management. This is the core technology platform enabling all online sales.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tuckernuck: Tuckernuck is a DTC-and-physical curated women's fashion boutique founded by two women, selling labels and private label across apparel and accessories at accessible price points. It is directly comparable to Affordable Chic on curation-led DTC, mixed price tier, and boutique-plus-online omnichannel.
• Cuyana: Cuyana is a DTC women's fashion brand built around curated, fewer-better-piece essentials in accessible price ranges with a global-sourcing narrative. It mirrors Affordable Chic's curation model, mid-premium positioning, and direct-to-consumer operating motion.
• Everlane: Everlane is a digitally native apparel brand selling elevated basics with transparent pricing and a similar accessible-price positioning. It competes for the same style-conscious, value-oriented customer and uses a comparable Shopify-led DTC motion.
• Universal Standard: Universal Standard is a DTC women's apparel brand built specifically around plus-size inclusion, with extended sizing at accessible price points. It is the closest comparable to Affordable Chic's plus-size-inclusive assortment strategy.
• Madewell: Madewell is a J.Crew-owned women's apparel brand selling accessible-price denim, dresses, and casualwear with strong DTC and physical retail. Comparable on women's apparel assortment, price tier, and omnichannel customer experience.
• MM.LaFleur: MM.LaFleur is a founder-led, curated DTC women's apparel brand with showrooms in major cities and a similar sub-$300 price ceiling. It is comparable on founder-curated DTC-plus-physical-showroom model and customer (style-conscious working women).
• ELOQUII: ELOQUII is a digitally native plus-size women's apparel brand with a similar mid-price positioning and trend-led assortment. It overlaps directly with Affordable Chic's plus-size collection in target customer and price band.

Broad incumbents

• Aritzia: Aritzia is a larger, multi-label women's fashion retailer with strong DTC and a global boutique footprint. It competes for Affordable Chic's customer but at a wider price band and with materially more scale and capital.
• Mango: Mango is a global affordable women's fashion retailer with a strong DTC and physical-store footprint. It is comparable as a broad incumbent competing for the same under-$100 fashion customer, though at much larger scale and with private-label-driven economics.
• Anthropologie: Anthropologie is a large women's apparel, accessories, and home retailer with a curated, boutique-style positioning. It overlaps on curated women's fashion and physical-boutique experience but operates at significantly greater scale and category breadth.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/affordable-chic-nyc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Affordable Chic® NYC