Maybe Etsy’s not really a startup anymore

Is it time for Etsy to shed the skinny jeans and put on some smart, sensible, work slacks?

The Wall Street Journal is reporting that execs at Brooklyn’s biggest tech firm are reexamining how the company thinks of itself.

“The online marketplace for handmade and vintage goods, which calls itself a ‘sophisticated technology platform’ and says it treats ‘code as craft,’ is now under pressure to stop spending like a tech startup and start acting like a retailer,” reporter Khadeeja Safdar writes.

The article has some good quotes from Etsy’s new CEO, Josh Silverman, and the chairman of its board, Union Square Ventures’ Fred Wilson.

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