FabFitFun and other subscription boxes like it have made their money selling members packages stuffed with an assortment of goodies. FabFitFun’s now ramping up its efforts.
The company, which bills itself as a “lifestyle box” service, contains an assortment of beauty, fashion, fitness, home and technology products. The cost of membership on a per-box basis is $49.99.
FabFitFun’s fall box, launching early next month, includes a blanket scarf done in collaboration with vintage-inspired e-tailer ModCloth in a first-time partnership for the two brands. The scarves come in four colors.
FabFitFun cofounder Katie Kitchens, a fan of ModCloth, said the collaboration made sense for the two companies, which aim to be resources for exposing their customers to new lines. It’s a sentiment echoed by ModCloth’s cofounder.
“I think that the communities of ModCloth and FabFitFun are actually pretty similar,” said Susan Gregg Koger, ModCloth cofounder and chief creative officer. “I think that both of our customer bases really love color and both love expressing themselves through fashion….So, for us, it’s just about reaching more of those customers.”
The scarves are available in the box but also will be sold for a limited time on ModCloth’s site.
Keeping the box contents fresh along with other options is key for the growing FabFitFun, which counts about 200,000 members. It recently tripled its headquarters to 9,000 square feet on La Cienega Boulevard, relocating from Beverly Hills to West Hollywood.
The move follows a $3.5 million Series A closed in October, which has allowed the company to focus on strategic hires such as vice president of finance Zeina Charara.
“FabFitFun has a reputation and is well-known for running really lean and mean. We’ve been able to bootstrap so much of what we’ve built,” Kitchens said. “We’ve brought on a lot of amazing talent to help grow the business tremendously and I think that’s a really big focus for us.”
The company has about 55 workers and has made at least 10 hires in the past couple of months, Kitchens said.
The business has also been evolving as it scales and looks to diversify its revenue streams.
Members have an add-on option where they can purchase discounted items that will get shipped with that season’s box.
The company, about two years ago, also began dabbling with its own FabFitFun-branded products. It started with a water bottle line in the summer, leading to a quarter million dollars in water bottle sales that year, according to Kitchens. Since then, the company’s sold branded portable speakers and a special jump rope done in collaboration with Cosmopolitan.
This year, it launched two in-house brands. The first, called Ish, done in partnership with makeup artist Joey Maalouf, launched with a contour kit and more recently followed that up with a primer.
In the summer, the company rolled out the brand Summer & Rose, which Kitchens described as a Venice-inspired beach accessory brand that has so far released a yoga towel with additional colorways planned. A web site for the brand is in the works.
“On top of that, as we look into the future, we are headed toward a model of more personalization and customization,” Kitchens said.
Select members can make the calls on certain selections to be included in their box. Picking a lipstick shade is one example. That type of customization will eventually be expanded to all members as early as spring 2017.