Wantable, the Milwaukee-based online shopping service, is expanding its customer base.

The e-commerce site, which previously only offered shopping services for women customers, launched a men’s division and started accepting orders on Dec. 24, the company said.

The first men’s category for Wantable, which sends curated packages to customers monthly, is called Men’s Fitness Edit, which will deliver fitness apparel to male shoppers.

Wantable, launched in 2012 by its current president Jalem Getz, offers personalized shopping and stylist services. Customers take an online quiz detailing sizing information and style preference; and then an in-house stylist handpicks a personalized ‘Edit’ filled with five to seven items that is sent to the shopper’s home. Customers can then keep the items they like and send the remaining pieces back without shipping costs. Read the full story here.