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Say Hello to San Francisco's Latest Fashion Startup, Lyon + Post

The FiDi startup is betting on a try-before-you-buy business model

<a href="https://instagram.com/lyonandpost/">Lyon + Post</a>
Lyon + Post

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The latest fashion startup making waves in San Francisco is committed to keeping you out of the fitting room. Lyon + Post, which officially launched this week, wants to let you try before you buy in the comfort of your home.

Like so many other ecommerce companies, (e.g. Gilt, Rue La La) this is a membership-based service. There's no fee to sign up, but prospective members must either wait for an invitation or be referred by an existing customer. Once invited, a member enters her credit card information, and starts adding items to a queue.

Each package from Lyon + Post contains the top four items from the member's queue, Women's Wear Daily explains. The customer can try on those items at home, and send back whatever she doesn't want within seven days. Instead of a buy and return process, Lyon + Post only charges customers for the items they keep. Since shipping is free both ways, it's a relatively risk-free try-at-home service. (For customers who are too busy to keep up with returning packages, we could see this working well in tandem with Shyp's online shopping return service.)

The company is targeting a contemporary customer, dealing in brands that you might find in Neiman Marcus Cusp or Barney's Co-Op, like Equipment, Cynthia Vincent, Current/Elliott, Sachin & Babi, Raoul, Bec & Bridge, Bailey44, and Naked Undies. If you don't have time to hit Union Square during normal business hours, Lyon + Post could help you feed your shopping habit in a more efficient way.