A few months ago, Shoedazzle transitioned from a subscription e-commerce company to simply an e-commerce company. It also expanded beyond shoes and began selling accessories and apparel.The moves paid off.
Last month, Brian Lee and Kim Kardashian’s LA-based company gained 1 million new members for a total of 13 million members. New members have increased 25% compared to the four months prior.
The company says it has more than double the users of its closest category competitor (JustFab, Beachmint, etc). It took Shoedazzle 18 months to get its first 1 million users after it launched in 2009.
“While we built a sizable business in a very short amount of time serving customers through the subscription model, our research showed there was an enormous segment of women who really wanted to buy from us, but not necessarily on a monthly basis. We’re looking to create a billion dollar company, and our recent results and acceleration validate that strategic choice,” Shoedazzle’s CEO Bill Strauss says in a release.