40 Boxes

What 40 Boxes does

40 Boxes is a privately held, direct-to-consumer e-commerce marketplace founded in March 2020 by Good Morning America contributor Tory Johnson and operated by 40 Boxes Inc. from New York, NY. The platform curates and sells discounted products from 20+ third-party brands across categories including jewelry, home & kitchen, beauty, wellness, apparel, tech, and sleep, with retail-to-deal discounts ranging from 25% to 85%. It also operates a wholly-owned adjacent storefront, Shop Tam Fam (shoptamfam.40boxes.com), with separate brand partnerships tied to Disney/ABC programming.

The underlying technology is a Shopify-based e-commerce storefront with standard payment processing (Shop Pay, credit cards), email marketing, and an SMS/email notification integration with Cartcierge.com for deal alerts. Products are individually priced (unit pricing, pay-as-you-go) with free ground shipping on orders over $60 and an additional 10% promo code (SECRET10) on select brands. Shipping is restricted to continental US addresses.

The business model is direct product sales through a curated marketplace, with revenue mechanics driven by TV-driven demand capture from the founder's recurring Good Morning America deal segments, supplemented by email, Instagram (founder's personal following), and Cartcierge referral channels. The customer base consists of value-conscious general consumers and Good Morning America viewers seeking curated lifestyle products at promotional prices. The company has 1-10 employees, no disclosed external funding, and no parent company, making it a founder-led lifestyle-scale e-commerce operation rather than a venture-backed enterprise.

Name

40 Boxes

Legal name

40 Boxes Inc.

Website

https://40boxes.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

40 Boxes is a founder-led, direct-to-consumer e-commerce marketplace curating discounted lifestyle products from 20+ third-party brands, primarily driven by founder Tory Johnson's recurring deal segments on ABC's Good Morning America and operated via Shopify for US consumers.

Ownership category

akta.pro rank

Product category

Online Lifestyle Marketplace

NAICS

Clothing and Clothing Accessories Retailers (458110), Gift, Novelty, and Souvenir Retailers (45942), Furniture, Home Furnishings, Electronics, and Appliance Retailers (449)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Subscription Boxes & Curated Product Subscriptions (CRAFAIAF)

akta.pro secondary industry

Mid-Tier Department Stores (Family Value / Budget-Conscious) (CRAGACAE)

Keywords

• Curated lifestyle marketplace
• Discounted home goods
• Online retail deals
• Fashion accessories marketplace
• Beauty wellness products

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Marketing or Sales, Operations, Supply Chain, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Product Sales: Direct e-commerce sales of curated lifestyle products including jewelry, home & kitchen, beauty, wellness, and tech. Products are sold at discounted prices with percentage markups from retail prices. The company acts as a marketplace curator featuring third-party brand products.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

40 Boxes is an online shopping marketplace that curates lifestyle products from multiple third-party brands across categories including jewelry, home & kitchen, beauty, wellness, apparel, and tech, offering items at 25-85% off retail prices. Founded in 2020 by Good Morning America contributor Tory Johnson, the platform leverages TV appearances and founder-led curation to drive daily-rotating exclusive deals to U.S. consumers.

Product overview

40 Boxes is an e-commerce marketplace platform operated by Tory Johnson, featuring a curated selection of third-party branded products across multiple categories. The platform operates as a single unified marketplace (not a modular platform-plus-modules architecture), offering products primarily through vendor partnerships and brand collections. The portfolio includes Home & Kitchen brands (Davymat, Kin Kitchen, Sophistiplate, Woven Threads, HAQ Pickle Pickleball, Blossom & Barrel), Jewelry & Accessories brands (Em John, K. Carroll Accessories, Sterling Forever), Beauty & Wellness brands (YEOUTH Skincare, PÜR Minerals, The One Life Planner, Old Town Soap Co, Spartan Defense), plus a dedicated Sleep category (40 Sleep) and Tech category. The platform also operates a related sub-brand called Shop Tam Fam, which features separate brand collections with promotional ties to Disney/ABC programming. Products are sold through the main 40boxes.com domain powered by Shopify, with weekly new product launches and seasonal promotional events.

Differentiator

Problem solved

Functional benefit

Brands

• 40 Sleep: A sleep-related product category and sub-brand featured on the 40 Boxes platform.

Products and services

• 40 Boxes Marketplace An online shopping marketplace that curates and sells discounted lifestyle products from multiple third-party brands across categories including jewelry, home & kitchen, beauty, wellness, apparel, tech, and sleep at 25-85% off retail, for U.S. individual consumers reached primarily through Good Morning America appearances, email, Instagram, and Cartcierge SMS alerts.
• Shop Tam Fam A sub-brand storefront under 40 Boxes (shoptamfam.40boxes.com) offering a separately curated assortment of lifestyle products to U.S. consumers.
• 40 Sleep A sleep-focused sub-brand within the 40 Boxes ecosystem offering curated sleep-related products from third-party brands to U.S. consumers.
• 40 Boxes Gift Card Digital gift card redeemable across the 40 Boxes marketplace assortment for U.S. consumers purchasing gifts.

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

19 partnerships are on record, tiered featured brand, core and operational.

• Katia Designsfeatured brandGTM or Marketing Partner · 20 October 2025Katia Designs will be featured on 40 Boxes from October 20 to November 3, 2025, promoting its jewelry brand focused on empowerment and connection. The collaboration leverages 40 Boxes' reach to expand the brand's message and sales.
• Cartcierge.comcoreGTM or Marketing PartnerCartcierge.com integration enables 40 Boxes customers to subscribe for free deal notifications via text or email. The service aggregates deals from various shows and brands, delivering them in one place. This partnership drives customer acquisition and retention by ensuring subscribers never miss a deal.
• Blossom & Barrelfeatured brandChannel Partner/ Reseller/ DistributorCocktail infusion brand featured on the platform offering handcrafted bottles with real dried fruits, herbs, and botanicals for at-home cocktail and mocktail making.
• Davymatfeatured brandChannel Partner/ Reseller/ DistributorPorch delivery locker brand featuring patented product that transforms from doormat into secure lockbox in seconds, protecting packages from theft.
• Em Johnfeatured brandChannel Partner/ Reseller/ DistributorLeather goods and accessory brand offering colorful wallets and bags with RFID-blocking features, featured in jewelry and accessories category.
• HAQ Pickle Pickleballfeatured brandChannel Partner/ Reseller/ DistributorFirst and only pickleball with pickle-shaped holes, featuring playful design with serious court performance. Products include outdoor pickleballs with 34 pickle-shaped holes.
• K. Carroll Accessoriesfeatured brandChannel Partner/ Reseller/ DistributorVegan leather accessory brand featuring 3-in-1 bag designs (hobo, crossbody, wristlet) with RFID-blocking card sleeves.
• Kin Kitchenfeatured brandChannel Partner/ Reseller/ DistributorGranola brand offering lightly baked granola with quinoa crisps and dried fruit in reusable glass jars, focused on quality ingredients and sustainable packaging.
• PÜR Mineralsfeatured brandChannel Partner/ Reseller/ DistributorBeauty brand featured in health and wellness category, focusing on mineral-based cosmetics and skincare products.
• Sophistiplatefeatured brandChannel Partner/ Reseller/ DistributorDisposable party tableware brand offering designer-inspired, Instagram-worthy tablescape products for 16 guests including plates, napkins, and cutlery.
• Spartan Defensefeatured brandChannel Partner/ Reseller/ DistributorSecurity and personal safety products brand featured in beauty and wellness category, offering peace of mind through protection products.
• Sterling Foreverfeatured brandChannel Partner/ Reseller/ DistributorFashion-forward jewelry brand offering affordable luxury accessories including bangles, tennis bracelets, and necklaces with cubic zirconia stones and lifetime guarantee.
• The One Life Plannerfeatured brandChannel Partner/ Reseller/ DistributorPersonal development planner brand built on millionaire success habits, helping users set and achieve goals through vision boards and habit tracking.
• Woven Threadsfeatured brandChannel Partner/ Reseller/ DistributorHome textiles brand offering cotton blend jersey knit sheet sets that get softer with every wash, OEKO-TEX certified and sustainably produced.
• YEOUTH Skincarefeatured brandChannel Partner/ Reseller/ DistributorSkincare brand founded by cosmetic chemist offering high-performance products without luxury markup, featuring serums, creams, and treatments.
• Old Town Soap Cofeatured brandChannel Partner/ Reseller/ DistributorBody care and soap brand featured in beauty and wellness category, offering spa-like shower experiences.
• American Broadcasting Companies, Inc. (ABC)coreGTM or Marketing Partner40 Boxes founder Tory Johnson is a contributor to Good Morning America on ABC, where exclusive deals are featured. The platform is marketed through TV segments and ABC branding appears in promotional materials. Per the Terms of Service, ABC is listed as a promotional partner receiving financial consideration.
• Simple 2 Partners LLCoperationalTechnology or IntegrationService provider and contractor for 40 Boxes Inc., referenced in Terms of Service indemnification provisions alongside other affiliated entities.
• Simplistic LLCoperationalTechnology or IntegrationService provider and contractor for 40 Boxes Inc., referenced in Terms of Service indemnification provisions alongside other affiliated entities.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• QVC: TV-driven home shopping marketplace selling curated lifestyle, beauty, jewelry, and home goods through broadcast media. Comparable to 40 Boxes as both leverage televised shopping content to drive e-commerce sales of third-party brands at promotional pricing.
• Marshalls: Off-price department store offering discounted branded merchandise across home, jewelry, beauty, and lifestyle categories. Similar to 40 Boxes in delivering value-priced lifestyle curation, though operating at vastly larger scale through physical retail.
• TJ Maxx: Off-price retailer offering branded merchandise at deep discounts across home, beauty, jewelry, and apparel. Comparable to 40 Boxes' value-conscious positioning and discount-driven assortment of lifestyle products.
• HSN (Home Shopping Network): Television shopping channel offering curated lifestyle products with deep discounts and exclusive deals. Directly comparable to 40 Boxes' TV-mediated deal model and multi-category lifestyle assortment, though HSN operates as a much larger established incumbent.
• The Q (Qurate Retail): Parent company of QVC and HSN, operating TV-and-digital shopping platforms selling curated lifestyle and apparel products. Comparable to 40 Boxes as the broader business model parent combining televised shopping with online retail of third-party brands.
• Groupon Goods: Deal-based marketplace featuring discounted products across home, beauty, and lifestyle categories with promotional pricing. Similar to 40 Boxes' discount-driven curation model and event-based promotional campaigns, though at significantly larger scale.
• Amazon Live: Live-stream shopping platform embedded within Amazon's marketplace featuring curated deals on lifestyle products via video content. Functionally comparable to 40 Boxes' TV-driven curated deal format, though backed by Amazon's infrastructure and scale.

Emerging players

• Stitch Fix: Curated personalized retail platform selling third-party branded apparel and accessories with discovery-driven shopping experience. Comparable to 40 Boxes' lifestyle curation model, though Stitch Fix focuses on apparel and uses personal styling rather than TV-driven deal framing.

Direct peers

• FabFitFun: Subscription-based curated lifestyle box featuring beauty, wellness, and home products from emerging and established names. Similar to 40 Boxes' curated product positioning and "delight in every box" value proposition, though FabFitFun operates on a subscription cadence.
• Zulily: Flash-sale e-commerce marketplace featuring curated deals across apparel, home, and beauty with time-limited promotional pricing. Comparable to 40 Boxes' daily deal rotation and discounted curated marketplace model targeting value-conscious consumers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Instagraminstagram.com/toryjohnson
• Xx.com/shop40boxes
• LinkedInlinkedin.com/company/40boxes

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 40 Boxes