Fab co-founder to launch new e-commerce site

Fab co-founder Bradford Shallhammer announced his new e-commerce venture Bezar, which he plans to launch sometime in March. Back to compete with the e-commerce giants, Amazon (NASDAQ:AMZN) and eBay (NASDAQ:EBAY), the site will be a marketplace for unique products from small designers.

Bezar, which is named for the phonetic spelling of "bizarre" and "bazaar," will be backed by $2.25 million that was raised in a round led by Lerer Hippeau Ventures, reported TheStreet.

Obsessed with brands even as a child, those that know Shellhammer are not surprised about his new shop. "Honestly I just happened into this startup and technology world, but I'm really just a glorified retail salesperson," Shellhammer told TheStreet.

He said his experience with running Fab will steer him in the right direction to take on Amazon. Shellhammer also said that Bezar is unique in that Amazon is more of a technology company that sells necessities, but not a "shopping experience." Bezar will include categories such as home, art, accessories and jewelry.

"The thing that's really driving us is there's a need to help this one community, the design community," Shellhammer said. "Because of how big box retail works they can't compete and are constantly taken advantage of by big companies."

Shellhammer announced he was leaving Fab in 2013, as the company moved away from flash sales and into pure e-commerce. Fab had received several rounds of funding in 2012 and 2013 and laid off a large portion of its workforce. Then in August, CEO Jason Goldberg revealed that he was in talks to sell off his e-commerce brand.

For more:
-See this TheStreet article

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