Thursday, March 29, 2012

ShoeDazzle Expands Into Apparel

Santa Monica-based ShoeDazzle, the online, subscription commerce startup founded by LegalZoom's Brian Lee, Kim Kardashian, Robert Shapiro, and MJ Eng, is making a major expansion today, saying that it is launching a new apparel collection to its offerings. The company--which originally launched as a subscription service to deliver new shoes and handbags to women--said it will now include an entire new category of apparel. The service said it will include lingerie and dresses, and outfits which complement its existing women's shoes, handbags, and accessories. ShoeDazzle said it now has over 10 million members--up from just 3 million members last year--signed up to its subscription service. ShoeDazzle is venture backed by Andreessen Horowitz, Lightspeed Ventures, Polaris Venture Partners, and Crosscut Ventures. The company was one of the first, subscription e-commerce firms to emerge in the region, an industry which has now spawned dozens of new startups.