Built behind the counter.

Mise en didn't start with a pitch deck. It started in a shop — a small, carefully curated boutique in Saratoga Springs, New York, run by people who choose every object on the shelf by hand.

The store did everything right. Beautiful inventory, loyal regulars, a point of view you could feel the moment you walked in. And still, the math of independent retail kept pulling the other way: to reach more buyers, the usual advice was to hand half your margin to a wholesaler, or list on a marketplace that buries your name, sets your price against a hundred others, and owns the customer the second they check out.

That trade — reach, but only if you give up your brand and your margin— never sat right. A boutique's whole value is its taste and its relationships. The tools on offer asked it to sell exactly those things to get in front of anyone new.

“Why can't my products just show up where people are already shopping — as mine, at my price, on my site?”

So we built that. Mise en connects to a shop's existing store and places its catalog on Google Shopping, Instagram, Facebook, and Pinterest — branded, full price, with the buyer landing back on the shop's own checkout. The shop keeps its name, its pricing, and its customer. Mise en just does the plumbing between the catalog and the channels, and only earns a fee when it actually sources a sale.

The name is a kitchen term. Mise en place— everything in its place, prepped and ready before the rush. That's the feeling we want a shop owner to have: catalog in place, listings in place, the numbers in place, so the work of the day can be the work you love.

We're still early, and we're still building it the way it began — alongside a real store, with real orders, fixing what actually breaks. If you run an independent shop and this is your problem too, we'd genuinely love to hear from you.