ShoeDazzle

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ShoeDazzle.com
TypeEcommerce
IndustryRetail
FoundedMarch 2009
Founder(s)Brian S. Lee
Robert Shapiro
M.J. Eng
Kim Kardashian
HeadquartersSanta Monica, California, United States
Key peopleBill Strauss, CEO
Brian S. Lee, Chairman
ProductsShoes, apparel, accessories
 
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ShoeDazzle.com
TypeEcommerce
IndustryRetail
FoundedMarch 2009
Founder(s)Brian S. Lee
Robert Shapiro
M.J. Eng
Kim Kardashian
HeadquartersSanta Monica, California, United States
Key peopleBill Strauss, CEO
Brian S. Lee, Chairman
ProductsShoes, apparel, accessories

ShoeDazzle is an online shoes, apparel, and accessories ecommerce site based in Santa Monica, California. The company was founded in March 2009 by Brian S. Lee, co-founder of LegalZoom.com; attorney Robert Shapiro; M.J. Eng; and television personality Kim Kardashian as its chief fashion stylist.[1][2]

Contents

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.”[3]

The company’s objective is to translate that environment online.[4] Every month, clients receive a curated selection of fashion items in their personalized ‘Showroom.’[3] The goal is to deliver “a collection of items users feel has been handpicked just for them” (Fast Company).[3]

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.[1]

In April 2010, Lightspeed Venture Partners led a $13 million round of financing.[1] In May 2011, ShoeDazzle secured $40 million in funding led by Silicon Valley venture capital firm Andreessen Horowitz.[1]

In September 2011, Bill Strauss, the former CEO of Provide Commerce (which operates sites such as ProFlowers), became ShoeDazzle’s CEO.[3] Co-founder Lee became chairman. In March 2012, ShoeDazzle dropped its $39.95 monthly subscription model and expanded into apparel, handbags, weddings and lingerie.[3]

In July 2012, ShoeDazzle signed up a record one million new members.[5] Over the past year, ShoeDazzle grew from 3 million to 13 million members.[4]

Philanthropy

Monroe shoe, created by Vanessa Lachey for Operation Shower charity

ShoeDazzle frequently teams with celebrities such as Vanessa Lachey[6] to create limited-edition shoes. Proceeds benefit charitable organizations such as Susan G. Komen for the Cure,[7] the Orange You Happy to Erase MS campaign,[8] WomenHeart: The National Coalition for Women with Heart Disease,[9] the Kidney Cancer Association,[10] and the American Heart Association, among others.[11]

References

  1. ^ a b c d "Kim Kardashian’s ShoeDazzle gets $40 million financing". Los Angeles Business. 17 May 2011. http://www.bizjournals.com/losangeles/news/2011/05/17/kim-kardashians-shoedazzle-gets-40-m.html. Retrieved 15 August 2012. 
  2. ^ "About Us". About Us. ShoeDazzle.com. http://www.shoedazzle.com/about_us. Retrieved 15 August 2012. 
  3. ^ a b c d e Boyd, E.B. (29 March 2012). "ShoeDazzle Ditches Monthly Subscriptions For Boutique-Style Pampering". Fast Company. http://www.fastcompany.com/1826421/shoedazzle-ditches-monthly-subscriptions-boutique-style-pampering. Retrieved 15 August 2012. 
  4. ^ a b Kerr, Dana (29 March 2012). "Kim Kardashian's ShoeDazzle gets a revamp". CNET. http://news.cnet.com/8301-1023_3-57406203-93/kim-kardashians-shoedazzle-gets-a-revamp/. Retrieved 15 August 2012. 
  5. ^ Shontell, Alyson (6 August 2012). "Shoedazzle Now Has 13 Million Members, With 1 Million Joining Last Month". Business Insider. http://www.marketwatch.com/story/ecommerce-fashion-leader-shoedazzle-adds-one-million-new-members-in-july-sets-company-sales-records-2012-08-06. Retrieved 15 August 2012. 
  6. ^ "Vanessa Lachey's High Heel For ShoeDazzle (And Her #1 Favorite Fall Trend)". Slaves to Fashion blog. Glamour. http://www.glamour.com/fashion/blogs/slaves-to-fashion/2012/08/vanessa-lachey-designed-an-exc.html. Retrieved 24 August 2012. 
  7. ^ "ShoeDazzle Designs "Powerful Pink" Collection to Support National Breast Cancer Awareness Month". PR Newswire. 21 September 2011. http://www.prnewswire.com/news-releases/shoedazzle-designs-powerful-pink-collection-to-support-national-breast-cancer-awareness-month-130257193.html. Retrieved 15 August 2012. 
  8. ^ "Heart & Sole: Garcelle Beauvais x ShoeDazzle to Help Erase MS". Blog Post. Shoes n Booze. http://shoesnbooze.blogspot.com/2012/05/heart-sole-garcelle-beauvais-x.html. Retrieved 15 August 2012. 
  9. ^ "ShoeDazzle.com Partners with WomenHeart on Limited-Edition Charity Shoe During American Heart Month". News Release. Business Wire. http://www.businesswire.com/news/home/20100202005648/en/ShoeDazzle.com-Partners-WomenHeart-Limited-Edition-Charity-Shoe-American. Retrieved 15 August 2012. 
  10. ^ Finlayson, Ariana (18 January 2012). "Denise Richards Creates Sexy High Heels for ShoeDazzle". Us Weekly. http://www.usmagazine.com/celebrity-style/news/denise-richards-creates-sexy-high-heels-for-shoedazzle-2012181. Retrieved 15 August 2012. 
  11. ^ "Jennie Garth's Shoes for Charity". CauseCeleb. InStyle. http://news.instyle.com/2012/02/09/shoedazzle-jennie-garth/. Retrieved 15 August 2012. 

External links