A fresh take on premium fashion is shaking up the shopping scene. In an era where online shopping feels routine and transactional, a new player is emerging to transform how fashion enthusiasts engage with premium brands. CAKE, a membership-based shopping community launched in New York, is changing the relationship between aspirational shoppers and luxury fashion brands with an innovative approach that promises to make “shopping just got sweeter.”
What Makes CAKE Different
CAKE isn’t your typical e-commerce platform. Instead, it’s an exclusive membership community that connects fashion-forward consumers with the brands they love. Founded in 2023, this invite-only platform has quickly attracted fashion enthusiasts willing to pay $100 annually for access to something truly special.
Estelle Palandjian, Cofounder, said, “We want members to feel like insiders and for these brands to make them feel special,” launching the venture with Dave McLaughlin, a former WeWork executive, and partners including Ben Fischman, the founder of baseball-cap retailer Lids and the fashion startup Rue La La.
The platform’s core mission is clear: bring together shoppers who are eager to explore and invest in premium, luxury, and exclusive products, creating a community where members have access to special offers, curated experiences, and a carefully selected collection of high-quality goods.
The CAKE Experience: More Than Just Shopping
What makes CAKE stand out from traditional retail platforms is its focus on creating a lifestyle and community experience.
Dave McLaughlin, Cofounder, said, “CAKE is an invite-only shopping community where coveted fashion brands treat our members as VIPs, offering insider access, members-only events & experiences, and thousands of dollars to shop their full collections.”
The membership structure is designed to provide value from day one. Members receive 10 “CAKE Cards” from participating brands, which are essentially gift cards ranging in value from $50 to $450. These cards can be used on current collections from a roster of premium brands including Veronica Beard, 3.1 Phillip Lim, Staud, and Mansur Gavriel.
But the benefits go beyond monetary savings. Members enjoy early access to new product launches, exclusive discounts, personalized shopping experiences, and invitations to events and collaborations that create deeper connections with the brands they love. The platform also offers perks beyond fashion, including luxury homeware store discounts and complimentary services at premium establishments.
Solving the Customer Acquisition Challenge
From a business perspective, CAKE addresses a critical pain point in the fashion industry.
CAKE positions itself as a solution for the challenges brands face with customer acquisition and engagement in today’s competitive market, aiming to connect premium brands with highly engaged shoppers through its exclusive community model.
The platform creates a solution that benefits both sides. For brands, CAKE provides access to a highly targeted audience that is already interested in premium products. This creates a mutually beneficial ecosystem where brands can use the platform to expand their reach and engage with people actively seeking the latest and most exclusive offerings.
For consumers, it opens up access to luxury shopping perks that were traditionally reserved for high-spending department store customers. The membership model brings back the VIP treatment and loyalty rewards that online shopping has largely eliminated.
Building Community in Digital Commerce
CAKE recognizes that modern consumers want connection and community, not just transactions. The platform fosters a sense of belonging among like-minded individuals who share a passion for premium fashion and exclusive experiences.
This community’s focus is clear in its approach to membership growth. Rather than traditional marketing, CAKE relies on member referrals and influencer partnerships, maintaining its exclusive feel while building a network of engaged fashion enthusiasts.
CAKE Messaging said, “We are the shoppers. And we deserve more.”
This rallying cry speaks to a generation of consumers who expect brands to provide value beyond the product itself.
The Future of Fashion Retail
CAKE represents a major shift in how luxury fashion brands connect with consumers. By creating an exclusive membership model that prioritizes community and experiences over mere transactions, the platform is setting new standards for premium retail engagement.
As Estelle Palandjian and her team continue to build this ecosystem, they’re not just creating another shopping platform. They’re reimagining what it means to be a fashion consumer in the digital age. For members willing to invest in the CAKE experience, the promise is clear: shopping that’s not just sweeter, but fundamentally more rewarding.
