ModCloth is Selling an Era They Missed Out On Annie Tritt for The New York Times Susan Gregg Koger and her husband, Eric Koger, started their vintage online business 10 years ago as high school sweethearts. SAN FRANCISCO - An entire wall of ModCloth's offices here is an inspiration board featuring a collage of images: stills from the Zooey Deschanel television series "New Girl," photos of Taylor Swift in floral dresses, vintage shots of women in turbans, and selfies by 20-something style bloggers with bangs. Indeed, if Ms. Deschanel were an online retailer, she might well be ModCloth, the online retailer of vintage-inspired clothing and décor founded by Susan Gregg Koger, 28, and her husband, Eric Koger, 29, that is just over a decade old. The perpetually girlish, improvisational aesthetic seems to be paying off for the company. It now has 458 employees (some of whom work in Los Angeles and Pittsburgh, and an unusual percentage of whom seem to wear cat's-eye glasses). There are plans to hire about 100 more, the Kogers said, adding that ModCloth netted more than $100 million in 2012. It is expanding in other ways as well. Earlier this year ModCloth began offering a larger range of plus-size items, resulting in triple-digit sales growth, Ms. Koger said. On Oct. 7, the company will introduce the first of several private-label lines, also mostly plus-sized, which will include apparel lines, women's shoes and intimates, all designed in-house. One of the lines, Bea & Dot, is named for Ms. Koger's grandmothers. "It has a really playful, fun, quirky aesthetic," Ms. Koger said, wearing a floral dress and cardigan, her brown hair cut in a pixie. Our customer will wear these pieces when she wants to stand out and be noticed. Playfulness has become a ModCloth hallmark, along with generally moderate prices. There is the striped sleeveless Lend Me Your Spearmint Dress ($44.99) and Rachel Antonoff's garden print Aerial Perspective Dress ($559.99). Other brands the site carries include Jeffrey Campbell, BB Dakota, Betsey Johnson and Keds. Bold, whimsical prints, like bicycles, town houses, sailboats, elephants and gingham, are popular - all a world away from the sleek silhouettes and elaborate makeup of Fashion Week. "Our customer is most of the time not vampy," said Lindsay McConnon, 35, the vice president for buying and merchandising. She's active and wants to be able to do things. She doesn't respond to heels over three inches. Another forthcoming ModCloth line, Myrtlewood of California, will feature more subdued prints and modest cuts. Ms. Koger, who will also be modeling the lines for the Web site, said: "They are classic, feminine staples you can always go back to. The two lines aren't for different customers, but for different times in your life. Ms. Koger and Mr. Koger were high school sweethearts in South Florida when they came up with the site. They were 17 and 18 respectively, and ModCloth was a vehicle for Ms. Koger to sell her vintage clothing finds. "Ebay wasn't a good outlet because they weren't Chanel or Dior," Mr. Koger said. "I said, "I'll help you build a site." I was her tech team and search engine marketer. Both attended Carnegie Mellon University in Pittsburgh, keeping the site as a side project. A year after graduation, they decided to change their business model by including retro-inspired independent designers. Mr. Koger went on to get an M.B.A. and become ModCloth's chief executive, while Ms. Koger stayed focused on the style side. "My goal as the leader of our creative team is to have pieces that have her feel like the best version of herself," she said of their customer. She's not into buying in to an aspirational fantasy. We're about being who you are, and fashion being part of that. We talk to her all the time on our site and on social networks. In that spirit, ModCloth recently hosted a Google+ Hangout with Neyla Pekarek of the folk rock band the Lumineers. "She is a customer," Ms. Koger said. We know that other community members want to have some exposure with her. If you're friends with someone who's cool, you'll invite her over.