ShoeDazzle

ShoeDazzle
TypeSubsidiary
IndustryRetail
FoundedMarch 19, 2009 (2009-03-19)
Founder
HeadquartersEl Segundo, California, U.S.
Key people
  • Adam Goldenberg (Co-CEO)
  • Don Ressler (Co-CEO)
  • Brian Lee (Co-founder & chairman)
  • M.J. Eng (Co-founder & president)
ProductsShoes, accessories, clothes
ParentTechStyle Fashion Group
Websiteshoedazzle.com

ShoeDazzle is a California-based online fashion subscription service that offers a monthly selection of shoes, handbags and jewelry curated to their members' fashion preferences.[1][2]

History

The company was founded by Kim Kardashian, Brian Lee, Robert Shapiro and M.J. Eng in 2009.[1] The company is headquartered in El Segundo, California.[3]

In September 2011, Bill Strauss, the former CEO of Provide Commerce (which operates sites such as ProFlowers), became ShoeDazzle's CEO.[2] Co-founder Lee became chairman. In March 2012, ShoeDazzle dropped its $39.95 monthly subscription model and expanded into apparel, handbags, weddings and lingerie.[2]

In 2013, fashion expert Rachel Zoe joined ShoeDazzle as Chief Stylist.[4][5]

In August 2013, ShoeDazzle was acquired by rival online fashion subscription service JustFab.[6] The two companies continued to run independently as separate brands.[7] JustFab rebranded to TechStyle Fashion Group in 2017, and reinstated the $39.95 monthly subscription service.[8][9]

References

  1. 1 2 "Kim Kardashian's ShoeDazzle gets $40 million financing". Los Angeles Business. 17 May 2011. Retrieved 15 August 2012.
  2. 1 2 3 Boyd, E.B. (29 March 2012). "ShoeDazzle Ditches Monthly Subscriptions For Boutique-Style Pampering". Fast Company. Retrieved 15 August 2012.
  3. ↑ "ShoeDazzle Los Angeles Office: Careers, Perks + Culture | Built In Los Angeles". www.builtinla.com. Retrieved 2026-07-07.
  4. ↑ Krupnick, Ellie (8 January 2013). "Rachel Zoe Heads To ShoeDazzle As Chief Stylist Alongside". Huffington Post. Retrieved 13 February 2014.
  5. ↑ Yarborough, Laura (2013-01-10). "Rachel Zoe Joins Kim Kardashian's Shoe Dazzle as Chief Stylist". Haute Living. Retrieved 2026-05-20.
  6. ↑ Nations, Philip (August 22, 2013). "JustFab announces its takeover of Shoedazzle.com". www.retaildive.com. Retrieved 2026-05-20.
  7. ↑ Novellino, Teresa (22 August 2013). "Why the JustFab-ShoeDazzle merger was a fashion do". UpStart Business Journal. Retrieved 9 September 2013.
  8. ↑ Bergstein, Rachelle. "Shoedazzle Didn't Fail. In Fact, It's A $100M Company". Forbes. Retrieved 2026-07-07.
  9. ↑ "JustFab rebrands to 'TechStyle Fashion Group' | Retail Dive". www.retaildive.com. Retrieved 2026-07-07.
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