Little Black Bag offers an entertainment-based online shopping experience that lets customers buy personalized mystery bags of women’s fashion products and trade items with others online. The concept is inspired by the Japanese “fukubukuro” or lucky bag sale, and features brand-name women’s merchandise curated for each shopper. Launched in early 2012 by CEO Dan Murillo, the company positions itself as a social, discovery-driven commerce destination. The business recently raised capital and has now accumulated $10.75M in total funding to date. Little Black Bag plans to use new proceeds to expand its marketing and merchandising teams, drive customer acquisition and add new brand partners. The company aims to bring more excitement to shopping online through its personalized, entertainment-first model. Little Black Bag is an e‑commerce app inspired by the Japanese fukubukuro “lucky bag” concept that asks users about style preferences and then delivers a virtual bag showing one revealed item and two mystery items. Users can buy a bag for $59.95 or subscribe monthly for $49.95; if they dislike items they can trade them with other Little Black Bag users. The product surface includes branded merchandise from labels like Betsey Johnson and Z Spoke by Zac Posen. The company reports it turns a profit on its resale margin. Founder Dan Murillo intends to use recent funding to build out the product and expand the team. The offering is positioned to recreate some of the in‑store discovery and spontaneity of offline fashion shopping online.

Total raised

$11M

Funding rounds

2

Latest round

Series B

Latest activity

Aug 2012