ShoeDazzle

ShoeDazzle is an American online fashion retailer and subscription service founded in 2009 in California. The brand was established by Kim Kardashian, Brian Lee, Robert Shapiro, and M.J. Eng and was designed around a personalized digital-shopping model: members receive fashion selections influenced by their stated preferences, with shoes forming the center of the assortment and handbags, jewelry, apparel, and other categories added over time. The company emerged during the growth of direct-to-consumer e-commerce and subscription retail. Its original proposition combined online merchandising, stylistic personalization, and a recurring membership model. Rather than operating primarily as a conventional department store, ShoeDazzle sought to make fashion discovery more convenient by presenting customers with curated products through a digital storefront. This model also gave the company a way to use member preferences and shopping behavior to shape product recommendations and promotional communication. ShoeDazzle initially became associated with a monthly subscription priced at $39.95. In March 2012, the company discontinued that subscription structure and broadened its commercial scope. The expansion included apparel, handbags, wedding-related products, and lingerie, moving the brand beyond a narrowly defined shoe service. The change reflected an effort to make the platform more useful across a wider range of fashion occasions and product needs, while also reducing the constraints of the original monthly format. Leadership and brand styling were important parts of the company's development. In September 2011, Bill Strauss, previously chief executive of Provide Commerce, became ShoeDazzle's chief executive officer, while co-founder Brian Lee moved into the chairman role. In 2013, fashion expert Rachel Zoe joined the company as Chief Stylist, adding a recognizable fashion-authority element to the brand's merchandising and styling proposition. ShoeDazzle was acquired by rival online fashion subscription company JustFab in August 2013. The brands continued to operate independently after the transaction rather than being immediately collapsed into a single consumer-facing name. JustFab later changed its corporate identity to TechStyle Fashion Group in 2017. The group subsequently reinstated the $39.95 monthly subscription service, linking ShoeDazzle's later operating context to the broader membership-commerce strategy of its parent group. The brand's documented business scope centers on online fashion retail, recurring membership commerce, and digitally curated product selection. Its principal categories include women's footwear, handbags, jewelry, apparel, wedding merchandise, and lingerie. Public reference material identifies the company as headquartered in El Segundo, California. The available source material does not establish a separate current chief executive, a public listing, annual financial results, or a current official website URL. ShoeDazzle is therefore best classified as a consumer-facing retail brand within the TechStyle Fashion Group rather than as an independently listed company.

ShoeDazzle was founded in California in 2009 by Kim Kardashian, Brian Lee, Robert Shapiro, and M.J. Eng. The company entered the online fashion market with a digitally oriented model focused on personalized selection. Members were presented with shoes and related fashion products chosen according to their stated style preferences, combining e-commerce convenience with the language of personal styling. The brand's original commercial structure included a $39.95 monthly subscription. This recurring model placed ShoeDazzle within the early wave of online membership businesses that used regular payments, personalized recommendations, and curated merchandise to encourage repeat purchasing. Shoes were the principal category, while handbags and jewelry were also part of the service's fashion assortment. In September 2011, Bill Strauss became chief executive officer. Strauss had previously led Provide Commerce, a company associated with online commerce businesses including ProFlowers. Following the leadership change, co-founder Brian Lee became chairman. The change brought an executive with experience in digital commerce into the company's operating leadership while preserving a senior governance role for a founder. ShoeDazzle changed direction in March 2012 by abandoning its original $39.95 monthly subscription model and expanding into additional categories. The new scope included apparel, handbags, wedding products, and lingerie. This broadened the business from a focused shoe-membership service into a more comprehensive online fashion destination. The expansion also indicated that the brand was attempting to serve more occasions and product needs than its original footwear-centered proposition. In 2013, fashion expert Rachel Zoe joined ShoeDazzle as Chief Stylist. Her role reinforced the importance of fashion authority and editorial curation to the company's identity. Later that year, in August, rival online fashion subscription service JustFab acquired ShoeDazzle. The two businesses continued to operate as separate brands after the acquisition, allowing ShoeDazzle to retain its own consumer identity while becoming part of a larger fashion-membership group. JustFab changed its corporate name to TechStyle Fashion Group in 2017. The group later reinstated the $39.95 monthly subscription service, returning to a recurring-membership approach associated with the company's earlier model. The available reference material does not specify the full details of the reinstated service or identify a current ShoeDazzle executive team. Historically, ShoeDazzle's development can therefore be understood in four stages: launch as a personalized online shoe subscription service; leadership consolidation under Bill Strauss; assortment expansion into broader fashion categories; and integration into the JustFab, later TechStyle Fashion Group, portfolio. Its documented headquarters is El Segundo, California. Publicly available material supplied for this entry does not provide reliable information about current revenue, ownership percentages, stock-market status, international operations, or a current official website address.

• 2017

  Parent company adopted TechStyle Fashion Group name

  [1]ShoeDazzleen.wikipedia.org

  JustFab rebranded as TechStyle Fashion Group, the group associated with ShoeDazzle's later corporate ownership.

• 2013

  Rachel Zoe became Chief Stylist

  [1]ShoeDazzleen.wikipedia.org

  Fashion expert Rachel Zoe joined the company as Chief Stylist.

• 2013

  Acquisition by JustFab

  [1]ShoeDazzleen.wikipedia.org

  JustFab acquired ShoeDazzle, while both brands continued operating independently.

• 2012

  Subscription model discontinued and categories expanded

  [1]ShoeDazzleen.wikipedia.org

  ShoeDazzle dropped its original $39.95 monthly subscription model and added apparel, handbags, wedding products, and lingerie.

• 2011

  Bill Strauss appointed CEO

  [1]ShoeDazzleen.wikipedia.org

  Bill Strauss became chief executive, and co-founder Brian Lee moved into the chairman role.

• 2009

  ShoeDazzle founded

  [1]ShoeDazzleen.wikipedia.org

  Kim Kardashian, Brian Lee, Robert Shapiro, and M.J. Eng founded ShoeDazzle in California as an online fashion subscription service.

A digitally curated, style-oriented online fashion retailer that combines personalized product discovery with membership commerce, with footwear as its core category.

• Footwear · 2009

  Shoes

  Shoes are ShoeDazzle's core historical category. The brand was built around an online service that used customer fashion preferences to curate and present footwear selections. Its positioning emphasized convenient digital discovery rather than a purely traditional retail assortment.

• Accessories · 2009

  Handbags

  Handbags were offered alongside footwear as part of ShoeDazzle's broader fashion-accessories proposition. The category helped extend the shopping experience beyond shoes and supported the brand's effort to provide coordinated, style-led selections through its online platform.

• Accessories · 2009

  Jewelry

  Jewelry formed part of the brand's original or early online fashion assortment. It complemented the footwear and handbag offer and fit ShoeDazzle's model of presenting customers with coordinated accessories selected around fashion preferences.

• Clothing · 2012

  Apparel

  ShoeDazzle added apparel when it expanded beyond its original subscription-centered shoe proposition in 2012. The category broadened the brand's role from a footwear specialist toward a more general online fashion retailer.

• Occasionwear and fashion · 2012

  Wedding products

  Wedding-related products were included in the 2012 category expansion. Their addition extended ShoeDazzle into occasion-based shopping and gave the company a way to address specialized fashion needs beyond everyday footwear and accessories.

• Apparel · 2012

  Lingerie

  Lingerie was another category added during ShoeDazzle's 2012 expansion. It represented the company's attempt to build a broader fashion catalog around its existing online personalization and membership-commerce capabilities.

• 2017

  Corporate rebranding of the parent groupStrategy

  Background

  JustFab was the corporate group associated with ShoeDazzle following the 2013 acquisition.

  Action taken

  JustFab adopted the TechStyle Fashion Group name, and the group later reinstated the $39.95 monthly subscription service.

  Aftermath

  The change placed ShoeDazzle within a broader multi-brand fashion-commerce group while reconnecting the group's strategy with recurring subscription commerce.

  Source

• 2013

  Acquisition by JustFabM&A

  Background

  JustFab and ShoeDazzle were rival online fashion subscription services operating in a similar digital-commerce segment.

  Action taken

  JustFab acquired ShoeDazzle in August 2013, while the two consumer brands continued to operate independently.

  Aftermath

  ShoeDazzle became part of the larger JustFab organization and later the TechStyle Fashion Group portfolio.

  Source

• 2012

  Move beyond the original monthly subscription modelStrategy

  Background

  ShoeDazzle had originally been associated with a $39.95 monthly subscription centered on curated fashion selections.

  Action taken

  The company discontinued that subscription model and expanded into apparel, handbags, wedding products, and lingerie.

  Aftermath

  The decision broadened ShoeDazzle's assortment and repositioned it as a wider online fashion destination rather than a narrowly focused shoe-subscription service.

  Source

1. 1ShoeDazzleen.wikipedia.org