SF Start-up Aims to Reset E-commerce Model

SAN FRANCISCO — A San Francisco-based start-up wants to turn e-commerce on its head — or, rather, make it what most shoppers already know. Lyon + Post officially launched Wednesday with an online strategy to sell women’s contemporary clothing in a way that more closely resembles the in-store experience. Its founders include a former engineer at real estate site Trulia and media company PopSugar when those companies were in their infancy, along with a veteran in fashion public relations. The site requires customers to sign up for a free membership. They submit their credit-card information, browse the items they want and stick them in a queue. The company then ships four items at a time, promising two-day delivery. Customers have a week to decide what they want, returning the rest, and their credit card is billed for the items they keep. “When I came up with Lyon + Post, it was essentially filling a problem that I was having personally,” founder Lawrence Wisne said. “I don’t really like buying clothing online because you can’t try it on at first, so you’re guessing blindly. E-commerce treats clothing the same way it treats [shopping for] a lightbulb or hand soap, which is really ridiculous when

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