Type Subsidiary Owner Anasia Founded 19 March 2009 Parent organization JustFab | Industry Retail Customer service 00 1 888-508-1888 CEO Brian Lee (Sep 2012–) | |
Key people Adam Goldenberg (CO-CEO)
Don Ressler (CO-CEO)
MJ Eng (president) Products Shoes, accessories, clothes, and shoes, and accerories, and clothes Headquarters El Segundo, California, United States Founders Kim Kardashian, Brian Lee, Robert Shapiro, M.J. Eng Profiles | ||
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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.
Contents
Shoedazzle review
History
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.
Inception
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.”
Membership
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.
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.
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.
In September 2011, Bill Strauss, the former CEO of Provide Commerce (which operates sites such as ProFlowers), became ShoeDazzle’s CEO. Co-founder Lee became chairman. In March 2012, ShoeDazzle dropped its $39.95 monthly subscription model and expanded into apparel, handbags, weddings and lingerie.
In July 2012, ShoeDazzle signed up a record one million new members. From 2011-2012, ShoeDazzle grew from 3 million to 10 million members.
In August 2013, ShoeDazzle was acquired by rival online fashion subscription service JustFab. The two companies will continue to run independently as separate brands.
Philanthropy
ShoeDazzle frequently teams with celebrities such as Vanessa Lachey to create limited-edition shoes. Proceeds benefit charitable organizations such as Susan G. Komen for the Cure, the Orange You Happy to Erase MS campaign, WomenHeart: The National Coalition for Women with Heart Disease, the Kidney Cancer Association, and the American Heart Association, among others.
Other celebrities who have participated in the Celebrity Shoe Design Program for Charity include the following: LaLa Anthony for Community Child, Kristen Bell for Art of Elysium, Kristin Cavallari for One Kid One World, Kristin Chenoweth for Adoption Institute, Carson Kressley for Al D. Foundation, Carmen Electra for One Voice, NeNe Leakes for Saving Our Daughters, Jenny McCarthy for Generation Rescue, Denise Richards for Kidney Cancer Association, Ashley Tisdale for St. Jude Children's Research Hospital, and Seventeen Magazine Editor, Jasmine Snow for Myasthenia Gravis Foundation of America (MGFA).