ShoeDazzle

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ShoeDazzle
TypeSubsidiary
IndustryRetail
FoundedMarch 19, 2009; 12 years ago (2009-03-19)
Founder
HeadquartersEl Segundo, California, U.S.
Key people
  • Adam Goldenberg (Co-CEO)
  • Don Ressler (Co-CEO)
  • M.J. Eng (President)
ProductsShoes, accessories, clothes
ParentTechStyle Fashion Group

ShoeDazzle is an American online fashion subscription service based in El Segundo, California. Each month the company debuts a selection of shoes, handbags, jewelry and provides its members with a showroom curated to their indicated fashion preferences.[1][2]

History[]

The company was founded by Kim Kardashian, Brian Lee, Robert Shapiro and M.J. Eng in 2009.[1]

In 2013, fashion expert Rachel Zoe joined ShoeDazzle as Chief Stylist.[3]

ShoeDazzle merged with JustFab, Inc. in 2013.[4]

Funding and growth[]

In November 2009, ShoeDazzle secured its first round of $7 million funding from Polaris Ventures, a venture capital firm specializing in early-stage investments.[1]

In April 2010, Lightspeed Venture Partners led a $13 million round of financing.[1] In May 2011, ShoeDazzle secured $40 million in funding led by Silicon Valley venture capital firm Andreessen Horowitz.[1]

In September 2011, Bill Strauss, the former CEO of Provide Commerce (which operates sites such as ProFlowers), became ShoeDazzle's CEO.[2] Co-founder Lee became chairman. In March 2012, ShoeDazzle dropped its $39.95 monthly subscription model and expanded into apparel, handbags, weddings and lingerie.[2]

In July 2012, ShoeDazzle signed up a record one million new members.[5] From 2011 to 2012, ShoeDazzle grew from 3 million to 10 million members.[6]

In August 2013, ShoeDazzle was acquired by rival online fashion subscription service JustFab. The two companies continued to run independently as separate brands.[7]

References[]

  1. ^ a b c d e "Kim Kardashian's ShoeDazzle gets $40 million financing". Los Angeles Business. 17 May 2011. Retrieved 15 August 2012.
  2. ^ a b c Boyd, E.B. (29 March 2012). "ShoeDazzle Ditches Monthly Subscriptions For Boutique-Style Pampering". Fast Company. Retrieved 15 August 2012.
  3. ^ Krupnick, Ellie (8 January 2013). "Rachel Zoe Heads To ShoeDazzle As Chief Stylist Alongside". Huffington Post. Retrieved 13 February 2014.
  4. ^ Novellino, Teresa (22 August 2013). "Why the JustFab-ShoeDazzle merger was a fashion do". Upstart Business Journal. Retrieved 13 February 2014.
  5. ^ Shontell, Alyson (6 August 2012). "Shoedazzle Now Has 13 Million Members, With 1 Million Joining Last Month". Business Insider. Retrieved 15 August 2012.
  6. ^ Kerr, Dana (29 March 2012). "Kim Kardashian's ShoeDazzle gets a revamp". CNET. Retrieved 15 August 2012.
  7. ^ Novellino, Teresa (22 August 2013). "Why the JustFab-ShoeDazzle merger was a fashion do". UpStart Business Journal. Retrieved 9 September 2013.
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