ShoeDazzle
| 200px | |
| Subsidiary | |
| Industry | Retail |
| Founded | March 19, 2009 |
| Founder |
Brian S. Lee Robert Shapiro M.J. Eng Kim Kardashian |
| Headquarters | El Segundo, California, U.S. |
|
Key people
|
Adam Goldenberg (CO-CEO) Don Ressler (CO-CEO) MJ Eng (president) |
| Products | Shoes, accessories, clothes, and shoes, and accerories, and clothes |
| Parent | JustFab |
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.
The company was founded by Kim Kardashian, Brian Lee, Robert Shapiro and MJ Eng in 2009.
In 2013, fashion expert Rachel Zoe joined ShoeDazzle as Chief Stylist.
ShoeDazzle merged with JustFab Inc. in 2013.
The ShoeDazzle concept came from an exchange between co-founder Lee and his wife. Lee had asked his wife why she bought shoes from expensive Beverly Hills showrooms. She replied, “When women shop, they want to feel beautiful and pampered.”
The company’s objective is to translate that environment online. Every month, clients receive a curated selection of fashion items in their personalized ‘Showroom.’ The goal, according to Fast Company, is to deliver “a collection of items users feel has been handpicked just for them.”
ShoeDazzle offers VIP Elite Membership which features members-only pricing for $39.95 per month. Membership fees convert into VIP credits in which members can spend or save for use towards purchases at a later date. Members also have the option to skip a month without charge.
In November 2009, ShoeDazzle secured its first round of $7 million funding from Polaris Ventures, a venture capital firm specializing in early-stage investments.
In April 2010, Lightspeed Venture Partners led a $13 million round of financing. In May 2011, ShoeDazzle secured $40 million in funding led by Silicon Valley venture capital firm Andreessen Horowitz.
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Wikipedia