Lockerz, the heavily-funded Seattle social commerce startup backed by Kleiner Perkins Caufield & Byers, DAG Ventures and others, is going through a transition with executives departing; products changing and assets being sold off.
And now something funky is going on with the company’s Twitter account, which up until a few days ago boasted more than 600,000 followers on @Lockerz.
Earlier today, Rival IQ founder John Clark, who assists GeekWire with our monthly recap of the GeekWire 200 list, noticed that Lockerz’ account had dropped to near zero. Even more bizarre, the profile photo had been switched to a woman, which we later identified as Ethiopian supermodel Liya Kebede.
What the heck is going on here?
As it turns out, Lockerz switched its Twitter account over to AdorStyle a few days ago, part of new and secretive product push by the company. As part of that effort, the more than 600,000 Twitter users who were following @Lockerz were transferred to the new Twitter handle @AdorStyle.
However, the old Lockerz Twitter page is still up — now with just two followers and one Tweet that links to a service called Twiends.
Lockerz CEO Mark Stabingas told us that they switched the Twitter activity over to Ador Style, but he wasn’t sure what was going on with the old handle @Lockerz. “I’m not sure who that person is as we are still supposed to control the Lockerz Twitter ID,” said Stabingas, referring to the photo of Kebede. He said that he was reaching out to Twitter to find out more about it.
Stabingas said that they have no plans to drop the Lockerz brand name, though the former Amazon.com manager did note that they are focusing more on Ador. Interestingly, Ador is reportedly working on an online fashion site where shoppers can “get new arrivals & sales alerts from your favorite stores.”
Maybe they should ask Kebede for help on that given her unexpected appearance on the company’s Twitter account.