ShoeDazzle
ShoeDazzle is a DTC e-commerce platform selling women's fashion (shoes, clothing, accessories, jewelry) under a $49.95/month VIP membership model. Founded in 2009 in El Segundo, California, it serves US consumers via a Shopify storefront and operates under JustFab LLC.
- Company typePrivate
- Founded2009
- HeadquartersEl Segundo, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What ShoeDazzle does
ShoeDazzle is a direct-to-consumer e-commerce platform for women's fashion, founded in 2009 and headquartered in El Segundo, California. The company operates under JustFab LLC and sells shoes, clothing, handbags, accessories, and jewelry through an online storefront built on the Shopify e-commerce platform. Co-founded by Kim Kardashian, Robert Shapiro, Brian Lee, and MJ Eng, ShoeDazzle serves women in the contiguous United States with no international shipping, no physical retail presence, no native mobile app, and no public API. The company has 51–100 employees and operates exclusively in the consumer channel with no enterprise or B2B exposure.
The business model is structured around a VIP membership subscription at $49.95 per month, which unlocks discounted pricing, personalized style recommendations, and curated merchandise. Members may "skip" any month to avoid charges, and account credits expire after 12 months of inactivity, creating a recurring engagement and revenue cycle. Merchandise is organized into themed collections — Seasonal Edit, Color of the Month, Party Shop, Office Chic, and Elevated Basics — to drive discovery and repeat purchase, and the assortment has expanded from a shoes-only origin into a full women's fashion wardrobe.
ShoeDazzle has raised approximately $66 million across four funding rounds between 2009 and 2012 (approximately $7M, $13M, $40M, and $6M respectively). There is no disclosed revenue, no AI/ML capability, and no proprietary technology beyond the Shopify storefront. The company remains operational, but no recent capital events, leadership changes, M&A activity, or geographic expansion are documented in the available input.
ShoeDazzle firmographics
Firmographics- Name
- ShoeDazzle
- Legal name
- JustFab LLC
- Website
- https://shoedazzle.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- ShoeDazzle is a DTC e-commerce platform selling women's fashion (shoes, clothing, accessories, jewelry) under a $49.95/month VIP membership model. Founded in 2009 in El Segundo, California, it serves US consumers via a Shopify storefront and operates under JustFab LLC.
- Ownership category
- akta.pro rank
ShoeDazzle industry classification
Industry- Product category
- Women's Fashion E-commerce
- NAICS
- Shoe Retailers (45821), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)
- SIC
- Retail-Shoe Stores (5661)
- akta.pro primary industry
- Casual & Lifestyle Footwear (CRAAACAB)
- akta.pro secondary industry
- Footwear Accessories & Care Retail (Insoles, Laces, Shoe Care) (CRAAADAL)
Keywords
Where ShoeDazzle is headquartered
LocationHeadquarters
- HQ city
- El Segundo
- HQ country
- United States
- HQ region
- North America
Markets served
ShoeDazzle business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure
Revenue model
- Subscription Revenue: Monthly membership fee of $49.95 charged to members for access to VIP pricing, exclusive discounts, and VIP Credits system. Members can skip months between the 1st and 5th to avoid charges.
- Product Sales: Direct sales of shoes, clothing, handbags, and accessories through the e-commerce platform. First-pair discounts (75% off) and additional promotions drive initial customer acquisition.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | VIP Membership with monthly billing |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
ShoeDazzle product offering
Product offeringCore offering
ShoeDazzle is an online retailer of women's fashion products, including shoes, clothing, handbags, accessories, jewelry, and beauty items. The company sells its own SHOEDAZZLE and JUSTFAB-branded products directly to consumers through its e-commerce website. Its flagship offering is a VIP Membership subscription at $49.95 per month, which provides members with monthly style credits redeemable for products, plus exclusive discounts of up to 75% off first pair of shoes and 50% off additional items.
Product overview
ShoeDazzle is a women's fashion e-commerce platform operating on a membership-based model ($49.95/month VIP subscription). The core offering includes SHOEDAZZLE and JUSTFAB branded products across four main categories: Shoes (boots, flats, pumps, sandals, sneakers, slippers), Clothing (activewear, denim, dresses, intimates, jackets, loungewear, swimwear, tops), Bags & Accessories (handbags, jewelry, belts, scarves, hats), plus curated seasonal collections like Party Shop, Office Chic, and Elevated Basics. Members receive VIP credits (up to $80 redemption), personalized style recommendations via a Style Quiz, and flexible skip/cancel options.
Differentiator
Problem solved
Functional benefit
Products and services
- VIP Membership Monthly subscription membership priced at $49.95/month that grants members style credits redeemable for any product on the site, exclusive discounts (up to 75% off the first pair of shoes and 50% off everything else), free shipping and returns, and access to personalized style recommendations. Members can skip a month to retain their credits.
- Shoes Women's footwear collection including boots, heels, sandals, flats, sneakers, wedges, and other shoe styles under the SHOEDAZZLE and JUSTFAB brands. Sold directly to individual consumers via the ShoeDazzle website.
- Clothing Women's apparel line including tops, dresses, bottoms, and seasonal styles offered alongside the footwear assortment.
- Bags & Accessories Fashion accessories collection including belts, scarves, hats, sunglasses, and other complementary accessories under the SHOEDAZZLE brand.
- Handbags Standalone handbag product category with totes, clutches, crossbody bags, and shoulder bags sold direct to consumers.
- Jewelry & Watches Women's jewelry and watches including necklaces, earrings, bracelets, rings, and timepieces under the SHOEDAZZLE brand.
- Beauty Beauty and skincare products offered to consumers, complementing the apparel and accessories assortment.
Quantifiable outcome
- 75% off first pair for new members
- +1 more outcomes
Companies that use ShoeDazzle
Customer profileSegments1 record
Ideal customer profiles1 record
ShoeDazzle technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
ShoeDazzle partnerships and signals
Strategic signalRecent moves5 records
Expansion highlights2 records
ShoeDazzle competitors and assessment
Company assessmentBroad incumbents
- DSW (Designer Brands): Multi-brand footwear and accessories retailer with both physical and digital presence. Comparable on footwear focus and value-oriented positioning to fashion shoppers.
- Zappos: Established online footwear retailer with broad assortment and strong customer-service brand. Comparable on category (women's shoes) and channel (online-only), though without subscription mechanic.
- Amazon Fashion: Amazon's apparel, footwear, and accessories vertical with massive assortment and Prime-driven logistics. Direct competitive threat on price, selection, and delivery speed.
- Nordstrom Rack: Off-price fashion retailer carrying women's footwear, apparel, and accessories. Comparable on discount-driven positioning targeting value-conscious fashion shoppers.
- ASOS: Large UK-headquartered online fashion retailer targeting 20-something women with broad apparel, footwear, and accessories assortment. Comparable on demographic and DTC fashion positioning.
Direct peers
- Fabletics: VIP subscription-based activewear brand co-founded by Kate Hudson, using the same monthly-credit mechanics as ShoeDazzle but focused on athletic apparel. Closest subscription-fashion archetype.
- Stitch Fix: Subscription-driven personal styling service for women and men's apparel. Comparable on the personalization-and-recurring-revenue axis, with overlapping target customer and category breadth.
- JustFab: Sister brand under JustFab LLC operating the same VIP subscription model for women's footwear and fashion. The closest direct comparable given shared infrastructure, product SKUs, and member base.
Emerging players
- Rent the Runway: Subscription and rental model for women's fashion and accessories. Comparable on subscription-recurring revenue targeting fashion-conscious women, though rental rather than ownership.
- Adore Me: Subscription-based intimates and apparel brand targeting women. Comparable on VIP-membership mechanics and women-focused DTC positioning, though narrower category.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks5 records
Key highlights5 records
Customer concentration
ShoeDazzle social profiles
Digital presenceShoeDazzle financial estimates
Financial estimateRevenue estimate
Valuation estimate
ShoeDazzle leadership team
Management profileNumber of profiles
ShoeDazzle funding detail
Funding detailFunding overview
Funding rounds4 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ShoeDazzle M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ShoeDazzle
What does ShoeDazzle do?
ShoeDazzle is an online retailer of women's fashion products, including shoes, clothing, handbags, accessories, jewelry, and beauty items. The company sells its own SHOEDAZZLE and JUSTFAB-branded products directly to consumers through its e-commerce website. Its flagship offering is a VIP Membership subscription at $49.95 per month, which provides members with monthly style credits redeemable for products, plus exclusive discounts of up to 75% off first pair of shoes and 50% off additional items.
Is ShoeDazzle a public or private company?
ShoeDazzle is a private company. It is classified as corporate owned and is currently operating.
When was ShoeDazzle founded?
ShoeDazzle was founded in 2009. It employs 51 to 100 people.
Where is ShoeDazzle based?
ShoeDazzle is headquartered in El Segundo, United States, in the North America region.
How does ShoeDazzle make money?
Two revenue lines are on record. Subscription Revenue is the primary driver. The others are product Sales.
Who are ShoeDazzle's main competitors?
Broad incumbents on record are DSW (Designer Brands), Zappos, Amazon Fashion, Nordstrom Rack and ASOS. Direct peers are Fabletics, Stitch Fix and JustFab. Emerging players are Rent the Runway and Adore Me.
Does ShoeDazzle have an API?
No public API is recorded for ShoeDazzle.
What industry is ShoeDazzle in?
ShoeDazzle's product category is Women's Fashion E-commerce. Its primary akta.pro industry code is CRAAACAB, Casual & Lifestyle Footwear, with a secondary code of CRAAADAL, Footwear Accessories & Care Retail (Insoles, Laces, Shoe Care). Its NAICS code is 45821 and its SIC code is 5661.