Quality Makers: Locker Founder Kristine Locker Plueger

Emailing links is so 2010. Just ask Kristine Locker Plueger, the founder of Locker, the brilliant online app and Chrome extension that organizes (and saves) products while you shop online. Rather than have 100+ tabs open — which is a strain on your computer, not to mention your sanity — you can categorize wish lists, share wants with friends and (here’s the best part) mark off purchased items. TQE sat down with this Forbes 1000 entrepreneur to learn the source of her inspiration, the importance of community and how authenticity and success are not mutually exclusive.

TQE: Before we dive in, I have to say how thrilled I am to have written about Locker in its infancy in the November, 2021 Add To Cart. I was an early fan of your initiative and beyond impressed with the unique concept. At the time, you had 350 brands on board. Given the accolades, funding and press you have received since that time, can you share where Locker stands today?

KL: A lot has changed since we last connected! After bootstrapping the company to our first 10k users, I raised money from an angel investor who was also a Locker user. Having funding allowed me to hire my first full-time engineer who rebuilt our entire platform to the technology everyone is using today. Our Chrome extension now works on every single brand website. In 2023 we started monetizing and we launched our mobile app!

TQE: Given that you were recently valued at $9 million and closed another round of funding, I cannot wait to see what you do next! I find it fascinating that entrepreneurship is on the rise, especially for people under 35. Our readers can really learn from you and want to know — what inspired you to start Locker? 

KL: If you look up online shopping in the dictionary, you will probably see a picture of me and my laptop. As early as I can remember being able to buy online, I have been browsing the web to find the latest and greatest products. Since then, I have also been the go-to person for friends and family when they need help shopping online. Before Locker, I used to do all the things to try and keep my finds organized: I would save links I saw on my desktop to a Google spreadsheet, take screenshots of products I discovered on my phone, or just leave all my browser tabs open as reminders. As someone who does not fit the mold as an “influencer,” I wanted to create a place where the everyday consumer could also curate their favorite finds, discover from consumers just like themselves, and connect / collaborate as they shop.

TQE: What would you advise to anyone with an entrepreneurial spirit before taking the leap?

KL: After being on this journey the last few years, two pieces of advice stand out to me the most. The first being to know yourself. Entrepreneurship is not for the faint of heart and rejection is a part of your new daily routine. It is important to have confidence in your abilities, be able to bounce back and continue pushing forward. The second piece of advice is to make sure you have a village of people you can trust. You will receive a lot of feedback and advice being a startup founder, but you will need to be able to decide what you are going to follow. You will also need people championing you at every corner - find your people.

TQE: You are notoriously close to your team — It’s phenomenal to watch. Aside from being a wonderful collaborator, what do you think is your greatest asset as a founder?

KL: My drive. I am just someone who does not give up. I have received a lot of rejection throughout this process, but I am also someone who loves to prove people wrong.

TQE: As a writer, I completely identify with rejection. I often find it’s a form of redirection, but the harder part can be staying motivated. What keeps you going in tough times?

KL: I am obsessed with Locker and our community of hundreds of thousands of shoppers who all rely on the product in their daily lives!

TQE: The Locker community is spectacular and feels like a significant driver for the brand. Can you share what your vision was for sharing collections among users and how it has evolved into the latest endeavors — such as the Locker Walking Club?

KL: As I’ve mentioned, I do not fit into the traditional “influencer” mold so in creating Locker, I wanted to create a place for peer-to-peer influence to evolve. Through collections, consumers can express their taste, connect with friends and build community on the platform. However, we also think it is really important to build an IRL community. It always amazes me to hear people say they met through Locker and are now best friends IRL. To connect offline, we have loved setting up community events like our Locker Walking Club as well as our volunteer event, Locker Cooking Club.

TQE: Your Eras Tour fashion recommendations got fantastic press on Vogue Business — can you share your strategy for using TikTok and other social media to encourage activity and new users?

KL: When we think about social media, we have a content strategy that revolves around three pillars: platform education, curated content, and community. We love curating outfits that we know our community will love and supporting our incredible brand partners. So, whether it is showing a feature of the platform or a perfect outfit idea, we love seeing the light bulb moment when people start using Locker.

TQE: Genius. Having started your career in corporate real estate at Goldman Sachs, we’d love to know how you now tap into creativity as you continually expand your brand, which has been coined the “Pinterest for online shopping.”

KL: I don't typically consider myself to be a very creative person, and I think this is something that resonates with a lot of our Locker community. There are times as a founder when I need to create content but might be having an off day, so knowing I can save and share my shopping favorites through Locker (without needing to film myself or take mirror pics), reminds me that curators can't fit into just one bucket. There are times when we want to inspire others, and then times when we need inspiration. But daily, I love working on collections, content ideas, and brand partnerships that I know I would want to see as a Locker user. Outside of that, I look to my team to help bring fresh ideas and new perspectives to the platform.

TQE: Who has been your greatest mentor along the way?

KL: So many amazing individuals have played a role in my success thus far as an entrepreneur. Without a doubt my parents have been two guiding lights throughout this journey as my biggest champions and supporters. I also would not be where I am today without my two advisors, Maggie Sellers and Chris Arreguin. They have both been incredible advocates for me as a founder and opened so many doors that have made all the difference in Locker’s trajectory.

TQE: As you shop for a living, we’d love to know your favorite products — or can’t live without items — purchased on Locker. Do you have any favorite collaborations?

KL: Honestly anything that is in my Locker is a tried-and-true favorite of mine! While we have done so many amazing and successful brand campaigns, my favorites are the ones we have done with Free People and Princess Polly. We have an incredible relationship with their teams, and we love how much they trust us to curate on behalf of the brands to best serve our audience.

TQE: I love the merch!  How does it make you feel to have people clamoring to wear (and design branded pieces of) Locker gear?

KL: It is surreal. I have yet to see someone wearing Locker merch out and about, but I constantly receive text messages from people sharing their conversations where Locker came up organically or photos where they saw someone shopping on Locker and it always makes my heart skip a beat. I am so honored to be building something so many people love using and being a part of our community.

TQE: I am a huge fan of your business model and the authenticity it allows in a world teeming with influencer codes. I loved that you’ve previously said, “A big part of [Locker’s] mission is to create a user-generated authentic sharing platform where there’s no monetization around it so you don’t feel like ‘Oh, someone’s sharing this with me because they can make money off of it.’” I understand you’ve created a commission alternative — a rewards program called the Locker Shopping Club. Can you share any other new things coming to Locker?

KL: I can’t share too much, but new product launches are in the works and we’re currently trying to coordinate a Reformation factory visit as a Locker community event!

‍As we seek to shop with better intention, Locker’s organizational tools, discovery and community components and pausing before purchase can help the spiral of impulsive online shopping. Thanks Kristine Locker! 

This interview was edited for clarity and brevity. Have a founder you’d like us to interview next? Let us know at hello@thequalityedit.com