ShoeDazzle operates an online shoe and fashion retail service that has attracted celebrity endorsement and venture backing. The company reported reaching 13 million members, growing by 3 million over four months, after dropping a mandatory subscription policy in March. ShoeDazzle eliminated the $39/month mandatory charge to boost user numbers and purchases, though the company has not disclosed the policy change's impact on overall revenues. Prior management indicated a focus on mobile rather than international expansion, but those priorities may have shifted after a leadership change. The company is publicly noted as being backed by Andreessen Horowitz, Polaris, Lightspeed and other investors. ShoeDazzle has continued fundraising activity as part of its operating strategy. ShoeDazzle is an online personalized fashion brand that delivers monthly curated selections of shoes, handbags, and jewelry recommended by a team of celebrity stylists. Its proprietary algorithm and stylist team integrate customers' social graphs to recommend multiple fashion choices on a soft-subscription monthly model. The company's soft-subscription provides a recurring revenue stream while offering members affordability and flexibility. ShoeDazzle reports more than 3 million members and nearly one million Facebook fans. Launched in March 2009 by Brian Lee, Robert Shapiro, MJ Eng, and Kim Kardashian, the company plans to expand market share with new categories and product launches both within and outside the U.S. The company says the new capital will allow it to further advance its model and provide members greater high-fashion choices and high-touch service. ShoeDazzle has raised $60 million to date, including the latest financing. ShoeDazzle operates an online monthly fashion styling service that delivers customized style selections to women, with choices curated by celebrity stylists. The service is offered for a $39.95 monthly subscription. The company was founded in March 2009 by CEO Brian Lee and Kim Kardashian. ShoeDazzle is based in Los Angeles, California. According to the company, it reached profitability in its first year. Kim Kardashian commented that the service blends online expertise and celebrity fashion while remaining fun, affordable and effortless for clients.

Total raised

$59M

Funding rounds

4

Latest round

Equity

Latest activity

Oct 2012