eDivv LLC

eDivv LLC operated as an online marketplace focused on the bartering of pre-owned fashion and beauty products. The company was founded in 2013 by Casey Casterline and Jon Katz. The concept for the platform originated from Casterline's observation that many items from beauty subscription boxes went unused, identifying an opportunity to create a dedicated trading venue.

The founders brought relevant startup experience to the venture. Casterline had a background in finance for another startup, while Katz had worked with his father's startup, Ektio, for four years. This prior experience in a startup environment provided them with foundational knowledge for launching their own business. Casterline, a Northeastern University graduate, and Katz, who earned his MBA from NYU's Stern School of Business, were based in New Jersey but launched the company in Memphis to participate in the Start Co. accelerator program, which they believed offered the best chance for success.

The platform served a market of individuals, primarily women aged 25-35, who were active in the subscription box economy and were already trading products through informal channels like email and online forums. eDivv's business model centered on providing a dedicated platform for these bartering activities, differentiating itself from sales-focused sites like eBay by concentrating solely on trades. The company aimed to generate revenue by implementing features like a dedicated shipping tool. At one point, the site had 95,000 products uploaded for trade. The company secured $180,000 in total funding over two rounds, including an accelerator/incubator round in October 2014. Despite its early traction and participation in the Start Co. program, eDivv ceased operations, with its status listed as "Out of Business" as of November 2016.

Keywords: eDivv, Casey Casterline, Jon Katz, beauty product trading, online bartering, subscription box exchange, fashion marketplace, peer-to-peer trading, beauty sample swap, Start Co. accelerator, pre-owned cosmetics, ecommerce marketplace, bartering platform, deadpooled, formerly VC-backed, online swapping, beauty box trading, product exchange, consumer-to-consumer, makeup trading