Blake Lively shutters Preserve after launching e-site one year ago

Los Angeles - Blake Lively just confirmed that her newly launched e-commerce site Preserve is to be shuttered. The e-tailer website launched last year mid-summer spotlighting several artisans and selling retail merchandise. Lively announced that on October 9 the project would be halted.

According to Lively’s interview with Vogue, the idea of the site was to make a difference in people’s lives. However, within the website’s launch for the past year, the company’s goal hasn’t been reached. Through storytelling, the e-commerce site was supposed to represent a shoppable lifestyle. The Preserve website currently offers apparel, accessories, home decor, and other items. On the site, there is a section entitled “Artisans” that highlights makers throughout the United States. The page spotlights certain curators and designers and tells their story. In addition to apparel and home decor, the website also offers recipes, style, and personal articles geared toward everyday life.

Blake Lively’s lifestyle website shuts down in October

The page did gain traffic, but mostly through Lively’s own self-promotional work. In essence, that was not what Lively had intended for the lifestyle site. Without a proper launch with a clear, concise goal in mind, the website never reached its full potential, according to Lively. “I’m not going to continue to chase my tail and continue to put a product out there that we, as a team, are not proud of,” Lively told the fashion publication.

Although the Preserve project will no longer continue, Lively still wants to take one more shot at making a difference through her own brand. Her plans remain unveiled although she discloses to Vogue that her new project will impact people. “[I’m] going to give myself one more shot at this, and I really have to do it as well as I can do it this time,” Lively told the publication. The new project will, however, be reminiscent of Preserve with a fresh name. The date for the new project is not yet released.

Lively ends Preserve but plans for new, "comeback" project

Preserve was established by Lively as the founder in 2014. Lively started the website after her claim to fame as an actress in Gossip Girl, where her fashion icon status began. Her lifestyle e-commerce site treasured showcasing community and lifestyle through retail, accessories, and home decor. In partnering with Covenant House, the brand’s goals included giving back such putting 5 percent of all sales towards feeding 5,000 children with a meal each and ensuring 2,700 children receive a warm hoodie.