Curatum is a new mobile app that is relying on the notion that less choices makes an easier decision. This men’s lifestyle e-commerce platform uses experts in different fields to curate a single item per day. Jordan Cook (@jordanrcrook) delves into the functionality of this company in a recent article for TechCrunch.

With Curatum, users can browse a timeline of all the past items from which they can shop, along with the daily item. With integration with Apple Pay and single-click buying, users have a very simple purchasing process.

Curatum has partnerships with boutiques all over the world in order to procure their products. When an item sells, the boutique is responsible for shipping and fulfillment while Curatum takes a referral fee. The company also offers a feature called “Tailored To You” that analyzes past preferences, location, weather and shopping habits to offer a few, specific items tailored for you.

Curatum is a company that focuses on quality over quantity and as a result, their price range is quite high. However, because the range of different products is so broad, you are likely to find at least something you love in your price range.

As they label themselves “A decisive guide to curated luxury,” we wonder, will their quality and accuracy overshadow platforms with more choices? We are just as eager to find out as you!